Engaging the Untapped Sense of Smell in Branding & Marketing

Everyone has experienced that sharp flash of a memory triggered by the olfactory sense. Now imagine a brand’s boutique causing that reaction. 12.29 co-founders Dawn and Samantha Goldworm pen their insights on why scent is a key component of a brand’s identity, and how it can be used as a powerful marketing tool.

Break Through the Clutter

On average, the American consumer is exposed to anywhere between 5,000 to 10,000 advertisements a day. That is a glut of information vying to grab your attention. And every effort marketers make to break through this clutter only adds more chaos. Consumers are over whelmed and searching for more authentic ways to engage. It's through branding that we have the opportunity to break through the clutter and connect on a deeper level.

Branding Through Human Experience
The overabundance of information leaves us feeling isolated. This heightens our desire to belong, which drives the formation of modern community building. The tentpoles of this new modern community are brands. How can brands use this latent opportunity to influence consumerism? It is human experience that provides the lever for brands to more deeply engage.  


12.29 Scent

Subconscious Messaging
To emotionally engage with consumers in a novel and disruptive fashion, brands must utilize a unique visceral language that transcends our visual and auditory senses. Visceral language communicates on a subconscious level, delivering a deeper message than traditional marketing. It captures the spirit of modern luxury and contemporary brand-building providing a platform for more distinct brand differentiation. A brand’s story is incomplete without this type of emotional engagement. 

Create Emotional Space
At 12.29, we engage the visceral language of scent to define, shape and communicate brand identity. Smell is a powerful brand language that communicates identity and differentiation. A signature scent creates an emotional space around a brand’s audience by building and nurturing a community around shared feelings and powerful bonds. By integrating scent as a pillar of brand identity, we create immediate and memorable connections between brands and consumers. 


8 Parties to Attend During NYFW

Whether or not the weather gods smile down upon NYC, the show must go on. Fashion week is fast approaching, and calendars are filling up accordingly. To avoid event overload, we’ve narrowed down a list of this season's most buzzed-about parties, including annual fetes, exciting launches and invite-only celebrations.

Michael Kors & Bella Hadid Celebrate the New Spring 2019 Campaign
Michael Kors and Bella Hadid, the new face of MICHAEL Michael Kors, celebrate the Spring 2019 Campaign with an immersive digital experience at Dolby Soho. The invite-only preview will be held on February 5th; the experience will be open to the public the following day.

amfAR Gala New York
The amfAR Gala New York returns for its 21st year, taking place on February 6th at Cipriani Wall Street. The black-tie event will pay tribute to Milla Jovovich, Mert Alas, Marcus Piggott and Simon de Pury. Plus, special performances by The Chainsmokers, Kelsea Ballerini, Parson James and Caroline Vreeland.


Sanne Vloet (amfAR Gala New York with Perrier-Jouët)

DailyFrontRow Fashion Week Kickoff Party
DailyFrontRow hosts its annual invite-only fashion week kickoff party on February 7th.

Saks Fifth Avenue Celebrates Iconic: The New Main Floor
Also on February 7th, Saks Fifth Avenue hosts an in-store soirée to celebrate Iconic, the new main floor. Marc Metrick, Carine Rotfield and Lupita Nyong'o will host, with a special performance by Halsey.


Lainy Sedaya & Aimee Song (Saks Fifth Avenue Debuts the Spring Summer 2018 Chloé Collection)

Equinox Unveils Equinox Hotels with Nick Knight
Ahead of its opening in Hudson Yards this summer, Equinox celebrates Equinox Hotels with an event hosted by fashion photographer Nick Knight on February 7th.

PUBLIC x Brandon Maxwell
PUBLIC Hotel and Brandon Maxwell host cocktails, dinner and a special event on Saturday, February 9th.

NYFW Party with Diane von Furstenberg, Derek Blasberg & Selby Drummond
Diane von Furstenberg, Derek Blasberg & Selby Drummond host a NYFW party on February 10th with a performance by Charlotte Lawrence.


Diane von Furstenberg & Andy Cohen (DVF Celebrates Follow the Stars)

Opening Ceremony NYFW Party
Opening Ceremony will also throw a Sunday night party to celebrate NYFW, hosting at 50 Bowery.

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