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Scent: New Frontiers in Branding

By: Nancy Jeffries
Posted: August 27, 2008, from the May 2007 issue of GCI Magazine.

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This gives a qualitative assessment. The second approach is a quantitative validation, which takes into account the nanograms per liter of perfume oil being diffused into the air.

POP Branding

Chosen as the featured company to represent this year’s theme of Environmental Scenting at the Las Vegas Global Shop event held in March 2007, EnviroScent is a scent solutions provider that analyzes the needs of those seeking ways to add scent to their businesses, stores, products and brands. Sharon Sherwood, vice president and cofounder of Ball Ground, Georgia-based EnviroScent, noted that scent has become one of the strongest elements of branding for retailers, citing point-of-purchase branding enhanced by scent memory associations as the new wave in retail and hospitality.

“Envirodine Studios, Inc. started in 2001 and began as an environmental dynamics company,” said Sherwood. “With the assistance of IBM and Sony, we successfully presented a proof of concept of an integrated multimedia environmental system that demonstrated how retail space could be electronically remodeled at a moment’s notice. The response was overwhelmingly positive, and we were positioned to launch a truly unique and bold direction for retail marketing.”

Unfortunately, Sept. 11 happened two weeks later, changing the investment atmosphere significantly. “At that time we determined to singularly focus on the one ‘effect’ that universally excited everyone who attended the proof of concept presentation. Since then, the company’s line of equipment and products have grown and developed as a response to their customer’s needs, and the company rapidly carved out a niche as a scent solutions provider.

“For about 20 years, we’ve been very aware of the power of smell to add that additional dimension that would make an experience not only more sensational but memorable,” said Sherwood. The areas Sherwood believes are the most frequently requested to be fragranced include hotel lobbies, retail entrances and POP displays, restaurants, entryways, market bakeries and floral departments, convenience stores, furniture galleries, and theme and amusement parks.