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Marketing Matters: Leveraging Scent to Deliver on Brand Promise

By: Liz Grubow
Posted: May 3, 2007, from the May 2007 issue of GCI Magazine.

page 4 of 4

Integrating scent into product packaging is the next step in leveraging scent at point-of-purchase. While generally packages are currently not scented to match their contents, doing so may just add to the overall olfactory experience.

In short, scent has become as important as visual and tactile senses in creating a specific brand and marketing that brand to potential consumers. Matching scent to a product’s benefit-promise and finding innovative ways to deliver scent experiences are two key challenges facing the bath and body industry.
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