This article is about the art and science of developing a smell-based brand image, which is an effective tool to call attention to its uniqueness and distinguish it from competitors.
(Think of how IKEA makes some sections of its stores smell like cinnamon rolls, or other essences that play with the nature of each showroom/environment. Another example is Crayola and the great smells embedded in each box of crayons. And even Abercrombie & Fitch stores, whose super [almost uncomfortably] strong smell can be perceived from mere feet away its entrance and thus help it stand from the "crowd" of apparel shops nearby.)
Indeed, as the article states, "... people who work in both the marketing and the production of perfumes have researched how to use the unique power that fragrances have of bringing out emotions in people by acting on the centre that governs them, the limbic system. This research is then to be used in order to influence the purchasing habits of consumers."
But why are "fragrance logos" so effective? According to the article, there are three reasons, though it doesn't enumerate them this way:
1. Our inherently great memory for smells: Our first memories of smells are not only the easiest to trigger off, but they also go back to when we were kids. This makes them the most powerful at recreating pleasant feelings. This memory never disappears and the ease with which we associate smells to certain situations depends on the importance of the event in which we perceived the smell during the learning process.
2. Our survival instincts: The sense of smell is the first and most primordial sense of all living organisms; in essence (no pun intended), our instincts tell us what is bad/potentially dangerous from all that is good/beneficial.
3. They can "spread": This type of logo has the advantage of being able to occupy the entire area in which it is diffused, which something traditional forms of advertising cannot do. Diffusing the scent during events in which a company is involved lets spectators associate that smell to the emotion of the event. In turn, this lets them recall that particular moment when they come into contact with the product later on or even go into shops to buy it.
The truth is that every company and marketer can develop a fragrance logo, but this opportunity is a significant one for makers of natural personal-care products, as we have to convince consumers that non-chemically-based products are the way to go. And letting them remember their first memories in which they came into contact with an ingredient of ours could significantly impact our efforts.
I hope my post taught you a bit more about fragrance marketing. As always, feel free to ask me questions and thanks for visiting.
- Julio
