How to smell success
May 2, 2018
Kaelis recently created a special scent for Royal Air Maroc’s onboard face mist and hand cream, here marketing director, Fernanda Veiga, explains how scent supports a brand
Understand scent science
From the moment we are born we have a keen sense of smell and one of the peculiarities of this olfactory sense is its close relationship with the basic functions of the nervous system and behaviour. Smells connect with the brain’s amygdala – where our emotions wake up – and the hippocampus – which stores memories – so we have a surprising ability to memorise odours, and they have a powerful effect on us.
Recognise its value
Brands that want to leave a mark on consumers can use scent as a very powerful resource, anywhere from sales office to check-in, VIP lounges to amenity kits and cabins. They become an identifier for the brand. We know 80% of advertising is visual, but 75% of everyday sensations are influenced by smell. By focusing on scent we can provoke sensations that generate a positive experience and drive impressions of a brand.
As businesses seek to offer experiential products and loyalty, scent is key. Associating a scent with a brand helps us remember it more clearly. It has more impact than any image or colour, it helps tell the story of the brand and helps ensure the customer engages with the brand. It can create a clear point of difference, make a brand unique in a fully integrated way, reflecting the very soul of the brand.
Develop your scent
Since smell is an essential element in relationship building, brands should be using them to encourage consumers to fall subconsciously in love with their brand. To develop a corporate aroma, a detailed olfactory marketing study is made to identify the brand’s image, colours and target market so a selection of olfactory notes can be chosen and combined to reflect those core values.
Tap into expertise
We work with experts in the field to create perfumes composed of the most relevant ‘output’ notes, ‘heart’ notes and ‘background’ notes, and get an exclusivity contract so the essence provided is exclusively ours and our customers’ property. Scent marketing is not really new, it has been big in retail for some time, now it is time to bring it onboard.
Research shows we remember 2% of what we hear; 5% of what we see and 35% of what we smell.
Research shows people spend on average 15% longer and are happier in spaces that smell good
Luxury scent trends tend towards oriental notes, amber or woody flavours, with spicy brushstrokes. Florals, vanilla as well as sandalwood, oud, saffron, myrrh or benzoin concepts are all also key to top-end scents.