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Scent: New Frontiers in Branding
By: Nancy Jeffries
Posted: May 3, 2007
page 5 of 5“Customers stay longer in spaces that have pleasant scents, which translates into more time to purchase goods,” said Sherwood. “Scent can also become a silent salesperson to promote products that have the same scent that the machines are emitting, which takes an expense and instead creates a profit center.” Clearly, there are many ways to create a distinction in a given space, environment, room or hospitality center, and scent continues to play an increasingly strong part of the environmental equation.
Regardless of how scent is dispensed, it has come to be appreciated for its form, function and, of course, simply for its fragrance. Whether it enhances a blissful spa experience, stimulates thought or enriches a shopping or hospitality experience, the art of fragrance continues to touch the lives of consumers at their emotional core.
Anthropologists have long considered the greatest commonality of humankind to be found beyond language, culture and geography, concluding that there exists an emotional center that unites people. Perfumers have divined and practiced this knowledge for centuries, tapping into the sense that communicates emotion most directly with the art of fragrance.