Segments Sponsored by
“There’s nothing quite like the combination of bamboo and hibiscus. It makes for a bright and vibrant fragrance that marries the freshness of bamboo with the ephemeral scent of hibiscus, together radiating a wonderful bouquet of floral, aqueous and green notes,” said Louis Giguère, director of marketing and communications, Fruits & Passion. For more than a quarter of a century, Antica Farmacista, an Italian fragrance and apothecary collection, has captured old world European charm with a collection of scents for the home as well as the body, which draw inspiration from the Mediterranean Sea and the gardens of Tuscany. Each fragrance uses essential oils and natural ingredients. The Home Ambiance Fragrance Collection, Le Fragranze d’Ambiente, features apothecary style bottles filled with fragrance oils into which wooden reeds are inserted to diffuse the scent. By placing the wooden stick bundle into the oils and reversing it every few days, or as desired, the fragrance infuses the air with a constant and lasting scent. Once exclusive to an apothecary in Florence, Italy, Antica Farmacista is available in the U.S. at such retailers as Bergdorf Goodman and Nordstrom. The company also offers corresponding room and linen sprays for layering fragrance throughout the home.
Scent is known to create an emotional connection, and savvy marketers in a variety of industries are discovering the power of using that connection to strengthen a bond with a brand. Scents have been shown to foster more pleasurable retail experiences, and there is a commonality across markets and regions to consumer reaction to scents and the corresponding mood response.
Whether you’re plugging in, misting or infusing fragrance into large areas via electronic systems or more traditional delivery systems, innovative technologies are providing more ways to create ambiance that promotes an experience or brand. The air care market has seen growth in the areas of alternative dispensing, and while candles, sachets, potpourris, oils and scented resins remain popular, there are numerous new options on the market today. Euromonitor forecasts the world air care market growth to reach $7.2 billion by 2010. In the U.S. alone, the growth is expected to reach $2.8 billion. The figure encompasses spray and aerosol use, electric air fresheners, gels, liquids, candles, car air fresheners and other household air care.
One of the distinguishing factors in the air care market continues to be the increasing use of scent as a method of branding used by retailers, hotels and spas to convey a mood or evoke an emotion for individuals in a particular place or setting.
Of the five senses, smell is undoubtedly the strongest. “The role of scent is a new frontier in branding,” said Joe Faranda, chief marketing officer, International Flavors & Fragrances (IFF). “The connection between the sense of smell and the limbic system of the brain is strong, ultimately affecting the power of different scents to evoke different emotions. Scent can be used to create an emotional connection.”
Samsung approached IFF seeking to create a scent that would evoke a mood in their New York City retail space. “In a study commissioned by Samsung, the consumer shopping experience was enhanced when the fragrance was diffused, and indicated that consumers visited other parts of the store,” said Faranda. “Retailers know that a more desirable and pleasant experience can occur.” Faranda noted that it was a scent consumers across multiple countries have responded to, and that the emotion or mood evoked indicated a commonality in terms of shared emotional response.