Using Scent in Branding

The use of fragrance in commercial spaces is widespread – spas and department stores have used it for years to tap into consumers’ brains. But now it is being taken a step further.

By Elsa Kruger

Many companies are spending money to have their own scents developed, which their clients can associate with their business. It has apparently been shown that consumers spend up to 15 minutes longer in places that smell good.
Some international boutique hotels now offer guests a scent menu to personalise the aroma of their room. Or you can take your favourite tropical island’s aroma home with you, in the form of a candle, oil or skincare product that transports you back to that blissful experience.

In the cosmetics industry there has been an impact as well: The longer women can smell their hair products, the more likely they are to stay loyal to the brand. Some hairdryers have even been designed to infuse the scent of jasmine or rose into the hot air!

---

Read More