The other day I was in a clothing store that was scenting in their changerooms. Despite the fact I didn’t like the particular sweet scent they were diffusing, I thought this was a great idea. I’m often hot and flustered trying on clothes – a pleasant, soothing scent can work wonders – and make the whole process more easy to tolerate. It made me think about places in my life that could be made so much nicer through the use of scent, turning an average into a more pleasant one.

Near the top of my list are banks! They should think about scenting their customer service areas to create a more relaxing mood while you wait in long lines! But possibly one of the most painful experiences on all of the senses, which I regularly subject myself to, is traveling in taxis. If the taxi itself doesn’t stink, it’s usually the driver – it’s a lose/lose situation. I’m not suggesting we need overly fragranced cabs, just odourless! Now that would certainly stand out in the market. Differentiation has never been so easy.