Scent Marketing Basics

Smells are all around us. But few of us realize just how influential they can be. When hiking, the smell of ozone can alert us to a coming rainstorm. When shopping for laundry detergent, a pleasant/clean smell can influence our choice. And when opening an old book, the musty-yet-pleasant fragrance can unleash a wave of nostalgia. Scent marketing takes these kinds of experiences and applies them in a strategic manner, harnessing the power of fragrance to influence mood, well-being, and consumer behavior.

Retail businesses, in particular, benefit from scent marketing because they occupy a physical space and want to make it as attractive as possible. Keen on creating a memorable shopping experience, companies have turned to ambient scenting. This method of infusing spaces with pleasant scents locks in the brand aesthetic, encourages customers to make purchases, and engenders loyalty.

Coffee shops, restaurants, hotels, and other businesses strategically deploy scents to draw customers in–and to bring them back again and again. The scent of coffee brewing is one of the most powerful marketing tools Starbucks has, and they use it to great effect. AMC Theaters pop their popcorn fresh because the rich, buttery smell is irresistible to many moviegoers. And while Cinnabon cinnamon rolls may look great on paper, that’s nothing compared to their mouthwatering smell as they’re pulled fresh from the oven.

Humanity’s fascination with scent is hardwired into our DNA. Scientists argue that it is our oldest sense, likely evolving to help early man better survive and thrive in his environment. Finding food and avoiding danger were easier when they could be smelled first.

Throughout history, scents have been used in all sorts of ways [Source]:

• Clocks in ancient Japan burned a different incense every 15 minutes
• Egyptian pharaohs wore lavish fragrances to broadcast their presence
• In ancient Rome, fragrant oils were commonly used to bless pets
• During the Han Dynasty, censers were used for burning incense in religious ceremonies

Some of the most popular examples of scent marketing are perfumes and colognes. According to Merriam-Webster, the term “perfume” was first used in the 16th century. From the Latin “per fumum” (through smoke), its etymology reflects its original use—the burning of incense or fragrant wood to scent the air during religious ceremonies. The term “cologne,” by contrast, was coined in the nineteenth century, taking its name from the city in Germany.

Today, humans apply perfume and cologne as a kind of personal scent brand, employing different scents to see what fits their sense of style. That practice is also ancient, with evidence of it depicted in Egyptian murals from the fifteenth century BCE. Artifacts from a tomb in China suggest that the practice goes back as far as the sixth century BCE.

Scenting our homes has a long history, too. By mixing herbs, spices, and natural fragrances into soaps and candles, humans were able to make their immediate surroundings more comfortable. In civilizations like Egypt, Greece, and Rome, aromatic plants such as lavender and myrrh were highly valued for their pleasant scents and medicinal properties.

Early soaps were often infused with essential oils from flowers and herbs. Candles made with beeswax or tallow were infused with fragrant botanicals, helping to create a soothing atmosphere. Over time, these early forms of scent marketing evolved, with more and more complex fragrances being developed.

In the nineteenth and twentieth centuries, scientific experimentation by organic chemists led to the first lab-created fragrances, and the commercialization of scented products really took off.

Today, scented household products enhance our lives by making our homes, cars, and clothes smell fresher and cleaner. As shown, they follow a long-established tradition of using scent to better our lives. Their extensive use throughout history suggests that there’s more to them than meets the nose and that their benefits are abundant.

As modern in-store experiences become more competitive, retailers are searching for new ways to create distinct and memorable experiences. Ambient scents are a powerful, proven way to draw, delight, and convert in-store shoppers.

Our sense of smell is different from all the other senses in an important way. The other senses pour data into the analytical part of the human brain; our sense of smell relays data straight to the limbic system, where our brains regulate mood and process emotion, strongly suggesting that it is a more primitive sense.

Because they’re processed in the same place, scents and emotions are closely connected. Current research suggests that smells influence as much as 75% of our emotions. [Source] They are also closely linked to memory. Scents have been shown to suddenly reveal buried memories, bring up surprising feelings, and significantly influence our behavior.

Scent marketing is big business, and companies who specialize in it seek to create products that engage customers in a variety of ways. Olfaction (our capacity for smelling) has been linked to the way we make decisions, both psychologically and physiologically.

The term “ambient scent” is often used in scent marketing. It refers to the way scents are used to spice up our surroundings. Various studies have shown that by manipulating ambient scent, companies can enhance their retail environment AND boost the way customers react to their products. When done well, ambient scent marketing leads to more positive interaction between the customer and the brand. And that has all sorts of benefits.

Scent marketing can help your brand in a multiplicity of ways. Numerous studies have shown that it helps increase sales, aids customers in remembering your brand, and helps define your brand’s particular aesthetic. Scent branding can also generate positive emotional responses from your customers, lengthen the time they spend in your store, and elevate the way they think about your brand.

As discussed, smell and memory share a strong correlation because they’re processed in the same part of the brain. This helps explain why having a signature scent associated with your brand is so powerful. Not only does it make the brand easier for customers to remember, it also helps your brand stand out from the crowd. [Source]

The most successful brands represent their identity with strong imagery rife with meaning. Iconic examples include Apple’s “Bitten Apple” logo, MasterCard’s overlapping circles, the Nike “Swoosh,” and the St. Louis Cardinals “Birds On The Bat.”

In modern marketing, this brand aesthetic—the specific design of the logo, the company colors, the brand tagline—is carefully controlled by a well-defined marketing plan. Adding scent to your portfolio of tools allows you to connect with your customers in new and exciting ways. And as consumers begin to associate your brand with a signature fragrance, all sorts of exciting branding possibilities are unlocked.

In marketing, one of the ultimate goals is to elevate your brand. Scent branding is a powerful way to do this, because we tend to think things that smell nice, are nice. The finer things in life tend to have their own signature smells, such as the iconic “new-car smell.” Studies show that customers often associate pleasant scents with prestige. It’s an exciting way for your brand to ascend into the same space as luxury brands while remaining more affordable.