When you think of your favorite hotel, luxury boutique or event you’ve been to lately, what comes to mind? While design and lighting definitely make their mark, there’s another factor that adds tremendous value to the ambiance: scent. The right fragrance can take any space or event to the next level, and marketers should take note. Read on to learn how experts utilize scent to create memorable experiences across all categories.
Stephanie Scott-Bradshaw, CEO of First & Last PR, puts it simply: “Before we see, we smell.”
“The importance of fragrance for events, at retail and in all interactions is key,” she continues. “It's another level of how you can make your guests feel welcome and also experience and understand your brand. Some scents will be uplifting or calming while others will allow for the right amount of nostalgia. We recently did a launch for one of our clients and incorporated using a custom blended candle for a sensory experience like no other. The moment that our guests exited the elevators, they were welcomed and transported by this signature scent. This helped to set the tone and create the mood for the entire event. Next was sight which was followed by touch. The trio together were unmatched. We had a few requests for additional candles following the event. If you are a hotel, fitness center, or retailer consider adding scent into your marketing strategy as a way to greet your guests and always make them feel at home with you.”
Making – and sustaining – memories with scent
The 12.29 team has long been transforming spaces and events through the power of scent, with sisters Dawn and Samantha Goldworm developing custom fragrances for everyone from luxury fashion brands to prestige auto names. One example: Dawn (the company’s Nose and creative director) led Valentino creative directors (Pierpaolo Piccioli and Maria Grazia at that time) through the process of creating the brand’s scent identity, which they describe as being “constructed like a couture gown.” They worked together in Rome to develop Effortless Grace, a scent that encompasses the Valentino story and can be enjoyed throughout every Valentino brand experience, space and event around the world.
12.29
Perfumer Darryl Do works specifically in the scented space category, and is relied on by stylish clients to create elegant and memorable moments for clients and visitors. A hotel’s signature scent is an important part of their identity, not to mention an invaluable brand extension, and Do has mastered that. “Hotel Costes, Paris [was] early to the game with candles and body products guests could purchase to remind them of their experience there,” says Do. Logistically speaking, Do shares that larger properties "use scent in their HVAC to diffuse through the lobby, halls and other common spaces, usually keeping clear of the kitchen and dining rooms to avoid distracting guests from the flavors the food brings.”
Natasha Hulme, SEEN’s director of strategy, creative and brand experience, speaks to the power of scent enhancing a brand's offering. "We love working with scent in our brand experiences at SEEN Group; we think about smell as another story-telling dimension. Scent can be used to envelop your guests in an idea, create a mood or orchestrate an atmosphere – from energizing to relaxing. Brands are exploring using ‘scent-scaping’; where distinctive, functional aromas are used to create subtle mood shifts from space to space. And, as scent and memory are well known to be connected, using scent in your environment makes that experience infinitely more memorable. Scent can also be used to accentuate product benefits – a naturally-included brand could use earthy scents to accentuate their ingredients or product origins. We saw this beautifully weaved into our recent event with TATCHA where we brought in Hinoki oils which promote stress relief and relaxation tying back to the brand’s skin-mind-body connection – the scent transported the guests into a pure moment of zen and escape."
TATCHA
How beauty brands can benefit
“Scent, one of the strongest triggers of memory and emotion, can be a powerful marketing tool for many beauty brands," says Allyssa Munro, founder and CEO of Meg & Munro. “Leveraging scent as part of a brand story can make for a unique, immersive experience – one that can evoke feelings of joy, comfort, nostalgia and more. It's important that scent doesn't exist solely in isolation; brands should engage all senses, ensuring that the overall experience is consistent with your mission and values.”
Approaching scent as a storytelling tool is also key for beauty brands developing fragrances that will resonate with consumers and hopefully evoke emotion as well. Linda Thompson, Founder and CEO of Biography, looks to her partner perfumers to achieve such a reaction. She describes the fragrance First Edition as “the scent you get hit over the head with when you enter a cathedral library: a tall and vast open space... pencils, carved aged wood, old book bindings and pages within... and the mysterious history of the church that carries spice and smoke. Then fill that space with neroli, violet, bergamot and other botanicals. It’s a complex natural fragrance story, created by perfumer Arnaud Winter.”
First Edition Inspiration, Biography
Leveraging scent in your marketing mix
“As a PR expert and event producer, I have come to understand the power of fragrance as an essential component in creating memorable experiences,” says Naomi Shaw of Naomi Shaw Consulting. “By incorporating captivating scents into events and various campaigns, I have witnessed firsthand how it leaves a lasting impression on both media/influencers and consumers.”
She shares a few examples: “fragrance and beauty brands often create temporary pop-up shops or host experiential events. Scent plays a vital role in these spaces by immersing visitors in a multisensory experience that aligns with the brand's image and product offerings. Salons and spas utilize scent to evoke relaxation and create a sensory escape for their clients. Aromatic diffusers or scented candles featuring soothing fragrances such as lavender or eucalyptus help create a serene environment, promoting a sense of tranquility and well-being.”
And finally, “During fashion shows, brands with ties to a major fashion house, like Dolce & Gabbana, Gucci, and Hermés, may use scented misters or strategically placed diffusers along the runway to infuse the air with their latest scent. This elevates the overall atmosphere, adding an olfactory dimension to the visual spectacle.”
There’s no denying the effects a scent triggers for us, whether it’s nostalgic or aspirational. Marketers across all categories should remember this next time they plan a product launch, event, hospitality opening and beyond.
