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Multi-Sensory Branding with Fragrance

admin — Tue, 29 Sep 2009 23:33:58 +0000

Multi-Sensory Branding with Fragrance

Fragrance triggers all kinds of emotions—not just because it is the invention of poets or perfume-makers, but because the body’s olfactory receptors are directly connected to the limbic system, the most ancient and primitive part of the brain, which is thought to be the seat of emotion and the part of the brain that allows you to smell. Smell sensations are relayed to the cortex, where “cognitive” recognition occurs, only after the deepest parts of our brains have been stimulated. When the brain processes a smell, it is also processing the event or the emotion that goes with it. Thus, by the time we correctly name a particular scent, such as vanilla for example, the scent has already activated the limbic system, triggering more deep-seated emotional responses.

Perfume goes back to the ancient Egyptians, who used perfumed balms as part of religious ceremonies and later as part of pre-love making preparations and rituals. Gums and resins from trees were used to scent the atmosphere and other plants such as rose and peppermint were steeped in oils until a perfumed unguent formed. The unguent was then rubbed into the skin. It is interesting to note perfume has come full circle today as more people seek out high quality aromatherapy perfumed oils to use in exactly the same way as our ancestors did.

Of the five senses, studies have shown the sense of smell is second only to sight. However, there are some who say the sense of smell is the strongest—we can shut off our other senses but the sense of smell cannot be turned off. As people age, they begin to lose their sense of smell; because taste is related to smell, they do not enjoy food as much as they cannot detect the delicious aromas that food emanates. The human tongue can distinguish only among five distinct qualities of taste, while the nose can distinguish amount hundreds of substances, even in minute quantities.
Perfumes touch our deepest emotions and reflect a person’s true spirit. Consider how the whiff of baby powder immediately takes you back to a beautiful born baby or the memory of your first kiss? Or a scent wafting in the air bringing up memories of a particular event—luscious jasmine or gardenia fragrance conjuring up memoires of a wonderful tropical vacation. Scent and emotions therefore have become indelibly imprinted on the brain. When you smell the scent again, it triggers the memory because it is tattooed in your brain.

Smell (or olfaction) allows vertebrates and other organisms with olfactory receptors to identify food, mates and predators, and provides both sensual pleasure (the odor of flowers and perfume) as well as warnings of danger (e.g., spoiled food, chemical dangers). For both humans and animals, it is one of the important means by which the environment communicates with us. Today, we are less in touch with our sense of smell than our primitive forefathers, who relied on their sense to smell to detect danger.

With so many other stimuli competing for attention—Internet, cell phones, television—the sense of smell is not “trained” or used to detect danger or pleasures as it once was. In the past, the launch of a fragrance was heralded as a major “event” and the advertising and promotion behind it was extraordinary—costly and bold—and not easily missed. Whereas in 1950 there were 10 new launches, in 1990 there were about 70 and in 2008 there were about 1,000 new fragrances launched in every channel of distribution including independent niche scents, specialty store launches, mass channels and over the Internet. One reason for the proliferation of launches is because there are roughly 1,500 synthetic (man-made) scents in the perfumer’s palette in 2009, whereas in the past, only ingredients from nature were used.

One current trend is while consumers still want to enjoy the pleasures of perfume, they are becoming confused with the plethora of scents being launched. The downturn in the economy has softened fragrance sales at retail. However, women and men still want to smell and look good. It’s called the “lipstick” factor, i.e.: women will not forego their lipstick or cosmetics in order to still look good, but will deprive themselves of something else. Therefore the perfume they wear should truly make them feel wonderful and positive about themselves, and should reflect their own individuality and personality. The thought process is “Why should I smell like a designer or celebrity and everybody else, when I can have something that I love, which is unique and which reflects my personality and individuality?”
Personalization and customization has therefore become very popular. As people want custom or bespoke tailoring for their clothes, they can now have bespoke perfumery and create their own fragrance, which is totally unique. This emanated in the United Kingdom but is now becoming very popular in the United States with several companies offering custom perfumes. Scenterprises even developed events that take people on a fragrance journey to identify 18 different blends; at the end of the seminar, people select the three or four blends that they love, and they become their “formula.” The event explores all the characteristics and ingredients of the blends and helps “train” people’s sense of smell in a positive, informative environment; at the end of the seminar, they receive their very own individual Bespoke Perfume.

If people like fresh citrusy scents and nothing too heavy they can then create their own blends with citrus, ozonic and light fresh floral notes. And if they want something more alluring and sensual, they can create a blend of spices and florals with musky and woody notes to give it an exotic sensuality. Today it is all about the consumer and what they want to reflect and what emotions and moods they want to convey.

This personalization is being seen in other areas as well. Environmental scenting is a big trend, and hotels, spas, casinos and resorts are incorporating environmental scent-branding for their properties. When guests have a delightful experience and later smell that blend, they will immediately think of the hotel or property they remember and want to return. Luxury car dealerships such as Lexus are also using environmental scenting to “brand” their properties and offer clients a positive experience they will associate with their brand.

Scents have become a very powerful strategy in order to offer a positive experience for consumers and properties, and multi-sensory branding is being incorporated into many different brands.

Nissan Develops New “Forest AC” Air Conditioning System – Controls Aroma and Humidity to Help Create Ultimate Cabin Comfort

admin — Wed, 29 Jul 2009 00:13:05 +0000

Source: Nissan Motor Co., Ltd.

TOKYO (July 23) – Nissan Motor Co., Ltd. today announced the development of a new “Forest AC” air conditioning system, which systematically controls cabin temperature, ventilation, aroma and humidity to create an optimal interior environment. Utilizing a number of advanced technologies, the system is designed to recreate the refreshing climate, fragrance and natural breezes of relaxing forest settings. It was developed based on the results of a joint research study with the Tokyo University of Science on the effects of aroma on human mental activity.

Along with the air-cleaning and temperature control effect of conventional car air conditioners, the new Forest AC system offers additional control of air flow, humidity, aroma and other ambient factors that can influence the physiological state and senses of the driver and passengers. This is the first automotive system in the world created to make driving more comfortable based on studies of drivers’ mental activity.

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Q Awards Afterparty

admin — Tue, 09 Dec 2008 00:07:04 +0000

The Q-award after party 2008, held at Bloomsbury bowling in London, offered guests an extra special treat this year by ensuring that they received a multisensory experience to remember. The Awards themselves are renowned for their rock and roll crowd and as usual there was a noticeable diversity of artists who attended. In keeping with the inclusive nature of the awards, Airzest were commissioned to scent the main rooms of the Q awards after party with targeted scents to appeal to the wide range of guests while keeping with the Bloomsbury Bowling theme. Although only given the brief the Friday before the awards which were on the following Monday, Airzest had all the necessary systems and expertise to handle the job and had all their selected fragrances working excellently and in time to make a big impression on the celebrity noses they were about to be introduced to.
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Miracle scents

admin — Mon, 24 Nov 2008 04:59:14 +0000

Why purchase the latest celebrity fragrance when you can get the essence of youth in a bottle? The latest big thing to hit the perfume world is miracle scents that are supposed to make you happier, younger, and even more irresistible to members of the opposite sex!

Created by USA based company Harvey Prince & Co., Ageless Fantasy® claims to be the world’s first anti-ageing perfume. Women can now smell younger than their actual age with the spray of this precious youth elixir!

Defying the greasy age-revealing scent women aged from 40 to 75 naturally exude, the blend of pink grapefruit, mango, anti-oxidant rich pomegranate, jasmine and musk apparently makes the wearer smell younger and feel more youthful. The clinically proven patent-pending perfume, gives off such a feeling of youthfulness and excitement that it makes people believe the wearer is at least eight years younger than her actual age!

SMB asks, is this latest craze a remarkable innovation or simply ridiculous?

More info: agelessfantasy.com

Source: Daily Mail

Ministry of Sound truly multisensory

admin — Thu, 02 Oct 2008 05:12:52 +0000

Global dance music brand Ministry of Sound has gone multisensory with the launch of its own fragrances Nightlife for him and her.

Developed with the clubbing crowd in mind, Nightlife for him is a musky, fresh fragrance with citrus and vodka notes, and Nightlife for her is a fruity floral oriental blend.

Ambient scenting of the actual fragrances at the launch party provided guests with a sensory experience to remember, while communicating the identity of the product.

The new fragrances, in addition to nightclubs, a recording label, tv & radio, electronics goods and even their own vodka, makes Ministry of Sound a truly multisensory brand.

Source:
ministryofsound.com

Breathing in scent causes Allergies???

admin — Tue, 16 Sep 2008 01:40:59 +0000

There’s some debate over scent marketers use of fragrance in public places. Do fragrances released into the ambient air cause allergies?

A press release by the German Institute for Risk Assessment (“Breathing in scent causes Allergies?” – August 5th 2008) stated that “the experts that discussed the matter were not aware of any environmental scents that may have caused allergic reactions when inhaled via the respiratory tract.”
However, The Institute assumes that people with preexisting allergies may have a reaction to artificial scents in the ambient air.
Considering almost anything can trigger an allergic reaction in sensitive people, it may be a fair assumption. Then again, given the press releases title it seems even the experts aren’t sure.
Despite this, the release left the impression that scent marketers are not concerned with public health, concluding that the public needs to be informed when artificial fragrances are released in public places.

In the interest of public health, should we live in a scentless world so as not to impact the health of sensitive people? Surely common sense should prevail.
Any reputable scent marketer would only use fragrances compliant with the latest IFRA standards and regulations – ensuring the health and safety of the fragrance materials in question.
After all, it wouldn’t do the scent marketing industry much good not to use products that are safe.

Source: Scent Trends 02/2008 – Scent Marketing Institute

Fragrance & Scenting in the Workplace

admin — Mon, 21 Apr 2008 00:59:52 +0000

On the issue of ‘personal scent marketing’ (surely that’s what it is when I wear a fragrance?) - I’m all for making myself smell more attractive by using fragrance. I guess it all depends which fragrance I choose to wear as to how attractive I am to others… it’s a very personal thing. There are so many perfumes that instantly remind me of friends – and even specific experiences. It’s a powerful pull on memory. However, I have a friend who works for a big corporate in the US and they’ve been talking about introducing a ‘scent-free’ workplace. Quite frankly, I think that’s the most absurd workplace rule I’ve heard in a long time. Surely it’s just taking things too far!? Does that mean you can’t wear deodorant??? And how on earth do they plan to monitor such a rule? I’d love to hear what other people think about this.