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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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“We also work with the leading virtual reality researchers in the country to add another layer of real life to their research work, training and rehabilitation for patients with addictions and war related post-traumatic stress disorders,” said Sherwood. “We have a growing clientele that uses specific scents for odor elimination—not simply control or masking, but true elimination.”

Sherwood noted that a client’s goals are integral to determining which scent dispersion system or combination of systems will be utilized. The company offers systems that can fragrance virtually any size area—from a closet to a football stadium. Applications determine the scent, according to Sherwood, and scent is typically used in the following ways:

  • Branding
  • Product promotion
  • To support a theme
  • Ambiance and creation/re-creation of memories
  • Aromatherapy/aromachology
  • Remediation

Ultimately, there are many perceived benefits found in environmental scenting. It has also been shown that customers perceive the space as having more upscale merchandise when certain scents are present.

“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.