Olfactory emotions: the marriage of science and marketing

Author: Redazione Date: 2 May '23 Category: Olfactory Branding

When we think of marketing, we often think of visual cues such as logos, colors and images. But what about our sense of smell? Olfactory branding, or the use of scent in communication, is an emerging trend that is proving to be a powerful tool for brands seeking to create unbreakable connections with their customers.

In an increasingly competitive market, where companies seek to maintain an ongoing relationship with consumers, the creation of an olfactory identity is crucial to generating brand recognition, loyalty, identification and recall.
Olfactory marketing is one of the most powerful stimulation techniques, capable of activating these values, reaching levels beyond human perception, through the sense that creates the greatest impact and lingers longest in memory: olfaction.

Smell is the most emotional and powerful of the human senses

It has long been known that scent stimulates the mind and emotions, and recent scientific research has begun to uncover ways in which it can be used to influence behavior and mood. This has led to a growing interest in olfactory branding, which involves a brand creating a customized fragrance that can be used in everything from product packaging to retail environments.

Unlike visual cues, which can be easily forgotten or ignored, scent in fact has a unique ability to trigger emotions and to be remembered. This is because the olfactory system is closely linked to the part of the brain responsible for processing memories and sensations. A fragrance thus acts as a trigger for a company’s “top-of-mind.” Creating its own unique identity, which consumers associate with the values of that specific brand, is one of the most powerful tools used by advertising strategists precisely because it leads to increased sales effectiveness.

In addition to its ability to create emotional bonds, fragrance can also be used to stimulate consumer curiosity. This is because it has the ability to capture attention and appeal, making it an effective way to stand out in a crowded marketplace. A brand that uses a distinctive scent in its communication strategy can elicit a sense of intrigue and mystery that tantalizes visitors and encourages them to learn more about the brand itself and its products.

Perfume is magic

Scent evokes, engages, seduces more than images and words, because it speaks the language of emotions.

Olfactory marketing creates a sensory map in people’s brains based on their personal experience. This map will activate memory and direct and automatic association with the values, philosophy and personality that brands wish to project into consumers’ emotions each time they smell that particular scent again. The impact on human memory triggers in buyers a series of impulses that can guide their purchases and influence the image and perception of the brand as well as its status.

Of course, olfactory branding is not without its challenges. Creating a distinctive and pleasant scent can be a complex and lengthy process. Companies must also be careful not to make their fragrance too intrusive because it could have the opposite effect and drive customers away. For this reason, it is important to follow certain rules.

The first step is to identify the emotions and experiences associated with your brand. What do you want customers to feel when they interact with the brand? Once you have a clear understanding of these emotions and experiences, you can work with a perfumery professional to create a signature fragrance that aligns with your business identity.
It is also important to consider how and where to use the olfactory logo. Will it be used in product packaging, store environments or digital marketing campaigns? The key is to make sure that such a fragrance is consistent across all points of interaction so that it becomes a recognizable and memorable part of one’s image, a whole new form of sensory identity.

For this very reason, during the development of the formula, the idea is to search for olfactory notes through strategically selected essences, with the aim of creating an exclusive and unique odotype.

Want to know how to create your brand’s olfactory logo?