Scent, Memory & Emotion: Smell Shapes Customer Experience and Brand Loyalty

Sometimes, scents are more than a pleasant smell. Sometimes, they’re more like a time machine, whisking you back many years to a powerful memory. Perhaps the smell of sunscreen takes you back to summers at the pool or beach. Maybe the aroma of fresh-cut grass takes you back to childhood days when you mowed lawns with dad and brother.

For years, people have been working to exploit this phenomenon…some with more success than others. From AromaRama to Smell-O-Vision to 4DX, the history of strategically incorporating scent into human experience goes back decades. In this fascinating article on scent, the Harvard Gazette breaks it down in more detail.

The key point: scent, emotion, and memory are very closely linked. Smell is the first sense humans develop, beginning at the fetal stage, well before other senses take form. Dawn Goldworm, co-founder of “olfactive branding company” 12.29, puts it more succinctly: “Smell and emotion are stored as one memory.”

Our senses are amazing. But did you know one of them is markedly different from the others? Four of our five senses are wired to send data to the thalamus, a relay station of sorts, where information is sorted and sent to the relevant area.

Scent, on the other hand, bypasses the thalamus completely. Instead, smells have a direct pathway to the limbic system, which controls mood and memory. Data picked up by our nose heads straight to the olfactory bulb, where it can trigger detailed memories and intense emotions.

According to a study published by Discover, the memories may even be stored right there in the olfactory bulb. They suggest taking a nice, long sniff of the scents you love and “smelling” where they take you. The perfume of an old flame…the slightly musty fragrance of old books…the scent of lemonade…experience them again and be aware of the memories that fill your consciousness. They’re one of the best parts of being human.

Scent is powerfully tied to memory…but that’s not all. Research in scent marketing psychology has consistently shown that certain aromas actually stimulate feelings, moods, and emotions. Interestingly, some scents tend to produce a common feeling, whereas others generate widely varying responses likely caused by prior associations.

Let’s look at a handful of fragrances used by scent marketers to triggering specific reactions in their customers:

• Lavender, for example, is renowned for its ability to enhance clarity via calm and relaxation
• An all-time favorite, vanilla, is known for generating a feeling of comfort, safety, and even nostalgia
• Pine and sandalwood are woodsy scents associated with reliability and a solid foundation
• Clean, fresh, energetic citrus fragrances are some of the most popular—especially in spring and summer!

Beyond the common reactions we all have to certain scents, there lies a deeper, more mysterious connection between your brain and scent. Our emotional responses to the aromas we encounter are closely tied to our past experiences. Because of these experiences, one person may have a negative reaction to a smell another person adores.

Take coffee, for instance. Billions of people love it, associating its rich aroma with productivity, energy, and warmth. But not everyone loves coffee or its scent. For some, the smell of coffee is overpowering, causing them to avoid THAT grocery aisle altogether. For others, it has a personal association that’s deeply negative, such as being the favorite drink of a person who hurt or betrayed them.

No doubt about it, aromas stimulate emotions. For perfumers and developers of cologne—and scent marketers in general—this truism is the foundation for a multi-billion-dollar business. Namely, influencing purchasing behavior and building brand loyalty through the power of scent.

According to a series of studies published in Frontiers in Behavioral Science, “In addition to odors that are strong enough to be consciously perceived, weak, potentially subconscious, ambient odors have been shown to influence mood states in a positive or negative manner, as well as intentions and actual food choices, buying intentions, and cleaning behavior.” [SOURCE]

Simply put, companies that market products need to know that scents are scientifically proven to affect moods and emotions. In The Psychological Effects of Scent On Consumer Purchasing Decisions, Aire-Master explains how fragrances can act as a “gentle nudge” that pushes consumers, ever so subtly, to alter what they eat, what they buy, and even how they clean! Businesses that work scent branding into their products and services in a holistic way, with scent as one part of a multipronged marketing strategy, realize the type of brand optimization capable of taking your success to the next level.

The question becomes, then, what is your business going to do about it?

As you contemplate how to work scent marketing into your business model, consider what is working in the industry right now. The following business sectors have seen measurable results from adding fragrance:

1. Retail stores rely on in-person shoppers, and that translates to an opportunity for scent branding. Whatever you’re selling, make sure the scents you choose align with the personality you’re going for. While a lemon-lime scent might be perfect for a candy store, it might not be appropriate for a luxury men’s clothing shop.
2. Hospitality is all about creating great impressions—first, last, and everything in between! A family-friendly hotel might benefit from using comforting aromas like cinnamon and vanilla to help everyone feel safe and comfortable.
3. Healthcare, as an industry, really benefits from scent marketing because often, their customers don’t really want to be there. Anxiety and stress walk in the door with them. Perfuming the air with calming scents like lavender and mint helps soothe those negative feelings.
4. Fitness is great! The smell of the gym? Not so much. Many modern workout facilities counteract this by pumping energizing, cleansing scents like citrus and eucalyptus into the air.

At Aire-Master, our professional scent marketing solutions have been helping businesses since 1958. Many businesses come to us wanting to build a brand incorporating scent. Others just want to create a more positive ambience for their customers and employees. Either way, we can help.

Aire-Master offers a host of solutions, from scent curation for new brands, to service and maintenance for customers who use our fragrance diffusers and battery-powered units. Tell us what you’re looking for, and we’ll tell you how we can help.

Scent is more than just an afterthought. Businesses that intentionally work scent into their marketing strategy score an advantage over their competitors. Once they see the difference it makes, many decide to create a signature scent for their brand—it’s the ultimate way to leave a lasting impression!