Research has shown that scent is our most powerful connector – directly tied to our memories and emotional associations. Scent can attract new customers, increase sales, heighten value perception, and expand brand recognition and customer satisfaction.
Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight, and Sound.
Customers are willing to spend 10-15% more money for the same item in stores that may have scent.
Scent increases memory of unfamiliar brand names and increases remembrance of specific products and their features
At restaurants, patrons spend 15% more time and 20% more money in a scented environment versus non-scent.
-Jean-Jacques Rousseau, French Philosopher
Uplifted, nostalgic, comforted… our brains are hardwired to translate the different smells that we come across daily, into feelings. Of all the senses, smell is the most directly connected with memory, lodging itself largely in the long-term memory system of the brain. A smell can be overwhelmingly nostalgic because it triggers powerful images and emotions before we have time to edit them.
The olfactory region of the brain, where smells are processed, is connected to many other brain regions, such as those involved in emotion, memory, and multisensory regions. In effect, through its connections, our olfactory system forms a kind of ‘super-highway’ to memories or emotions. Odor messages are interpreted by all these different parts of the brain to evoke a response in the form of thoughts, feelings and actions.
Scientists are increasingly aware of ways that human senses can be harnessed to manage our own well-being – so fragrance can now be designed to stimulate the best emotional experience possible; the perfect relaxing fragrance for a warm soak in the bath or for laundering sheets to encourage a good night’s sleep.