The keys to an effective scent marketing strategy
Measurable results of olfactory marketing:
Match the values of the brand, the place, the company
Be true to target customers
Telling a coherent and unique story
Enrich the customer and user experience
THE SECRETS OF SCENT :
The 3 pillars of a successful strategy :
:
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Consistency with your brand identity: values, positioning, customer promise
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Adaptation to your target clientele: generational and cultural preferences
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Mastered technical deployment: right diffusion system, precise dosage, smart programming
In this guide, you will discover:
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How to choose the right scent notes according to your sector
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Costly mistakes to absolutely avoid
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How to concretely measure your return on investment
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Methods used by the largest international brands
Scent marketing is now accessible to any company that wants to offer an exceptional customer experience and boost performance in a measurable way.
Scent marketing: an effective strategy to stimulate the senses and increase sales
An effective strategy to stimulate the senses and increase sales
The definition of scent marketing states that it is a marketing technique that uses smells to stimulate the senses and increase sales. It helps businesses create a memorable experience for their customers and stand out from the competition. In this article, we will explain to you what scent marketing is, how it can be implemented, as well as its advantages and disadvantages.
1. What is scent marketing?
Scent marketing is a marketing strategy that uses smells to stimulate the senses and increase sales. It involves creating an olfactory atmosphere in a given environment, such as a store, a hotel, a spa, a restaurant or an office. This olfactory atmosphere is designed to be in harmony with the company's brand image and to arouse positive emotions in customers.
2. How to implement an olfactory marketing strategy?
Implementing an olfactory marketing strategy requires the intervention of a perfume expert. The latter works closely with the company to understand its brand image, values and objectives. He then creates a fragrance that represents the company and can be used in various environments. The diffusion of this fragrance can be done via room diffusers, scented candles, sprays or scented sachets.
3. What are the advantages of scent marketing?
Scent marketing is a marketing strategy that uses smells to stimulate the senses and increase sales. It involves creating an olfactory atmosphere in a given environment, such as a store, a hotel, a spa, a restaurant or an office. This olfactory atmosphere is designed to be in harmony with the company's brand image and to arouse positive emotions in customers.
4. What are the disadvantages of scent marketing?
Scent marketing also has some disadvantages. First of all, certain smells can be unpleasant for some customers and can scare them away. Additionally, excessive fragrance diffusion can be irritating to customers and employees. Finally, creating a unique fragrance can be expensive and may not be accessible to all businesses. Scent marketing is an effective marketing strategy to stimulate customers' senses and increase sales. It helps create a memorable experience for customers and strengthens the company's brand image. However, it is important to be careful not to use unpleasant scents or excessively diffuse the fragrance.
What is Scent Marketing?
Full Definition
Scent marketing, also called olfactory sensory marketing or scent branding, is a marketing strategy that uses smells and fragrances to create a unique brand identity, influence consumer behavior, and improve the customer experience.
The 3 Pillars of Olfactory Marketing: Expert Guide
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Consistency with Brand Identity
The fragrance must be the olfactory expression of your DNA: modern or traditional, bold or refined, natural or sophisticated. Eighty-seven percent of consumers unconsciously associate a scent with a brand’s perceived quality. An olfactory mismatch (such as a zen spa diffusing powerful oud, or a design hotel using traditional lavender) creates cognitive dissonance that degrades the experience and reduces brand recall by 40 to 60 percent.
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Adaptation to the Target Audience
Scent preferences vary by age, culture and psychographic profile. Millennials strongly favor fresh and botanical notes (75 percent), while older generations tend to appreciate warm woody compositions.
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Mastered Technical Deployment
A. Integrated HVAC Diffusers (Central Air Conditioning)
How it works:
Connected directly to the air-conditioning system
Centralized system controlling multiple zones
Requires technical installation
B. Professional Standalone Nebulizing Diffusers
How it works:
Cold nebulization (fragranced micro-mist)
Standalone device powered by outlet or batteries
Built-in programming
Why Scent Marketing Works: The Science Behind Smell
Key figures to remember:
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75% of our daily emotions are generated by what we smell.
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65% accuracy in recalling a scent after 1 year (vs 50 percent for an image after 3 months)
The sense of smell is the only sense directly connected to the limbic system (the center of emotions and memory).
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84% of consumers associate pleasant scents with higher service quality.
Common Mistakes to Avoid in Scent Marketing
The 5 beginner pitfalls:
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Excessive or insufficient intensity: the fragrance must be perceived subliminally, never imposed but always present
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Identity mismatch: choosing a trend instead of reflecting your true DNA
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Poor maintenance: dirty diffusers result in distorted scents
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Failure to train staff, which reduces internal adoption
Solution: Work with a scent marketing expert for an initial on-site or blueprint-based audit.
How can fragrance impact your business and your brand?
Your olfactory signature must answer these essential questions:
A. Brand Personality
If your brand were a person, who and what would it be?
Age, gender, clothing style, personality traits
Example: "38-year-old woman, elegant, discreet, well-traveled and cultured"
B. Core Values
Select 3–5 values from: Excellence, Innovation, Tradition, Authenticity, Boldness, Well-being, Accessible luxury, Sustainability, Creativity, Performance, Friendliness, Elegance, Avant-garde
C. Market Positioning
Inaccessible luxury vs Accessible
Classic/Timeless vs Modern/Trendy
Minimalist vs Baroque
Local/Artisanal vs International/Sophisticated
D. Customer Promise
What emotion do you want to create?
Serenity, Energy, Confidence, Inspiration, Comfort, Escape, Prestige, Authenticity
Guide to the 5 dominant olfactory families
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1- Fresh/Mineral/Botanical (60–70 percent of the ambient scent market)
Notes: wet stone, eucalyptus, vetiver, green tea
Target: All generations, peak among Millennials
Use: Wellness spaces, boutique hotels, modern retail
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2- Luminous Woody (strong trend)
Notes: sandalwood + citrus, cedar + peach, oud + bergamot
Target: Ages 30–55, premium clientele
Use: Luxury hotels, lobbies, high-end boutiques
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3- Sophisticated Gourmands (fastest growth)
Notes: pistachio, vanilla, coffee, matcha, pralines
Target: Ages 16–35, strong female demand
Use: Fashion/beauty retail, cafés, cosy spaces
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4- Sophisticated Fruity (strong emergence)
Notes: yuzu, kumquat, pear + cardamom/saffron
Target: Gen Z and young Millennials
Use: Dynamic spaces, showrooms, concept stores
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5- Aquatic/Ozonic (2.8 billion USD forecast for 2033)
Notes: sea salt, mountain air
Target: Ages 25–45, unisex
Use: Spas, sports centers, coastal spaces
The Success of Your Project Relies on the Right Diffusion Equipment
Beyond the choice of technologies (HVAC, nebulization, dry diffusion), the success of a scent marketing project depends on a tailor-made approach and comprehensive support.
Our 3-step methodology ensures optimal diffusion:
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Technical audit and scent journey: We analyze your circulation flows, identify strategic areas to scent, and establish a precise implementation plan adapted to your architecture.
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Smart equipment selection: Each space requires a specific solution. An 800m² hotel lobby requires an invisible ducted approach, while a 60m² boutique will favor a visible designer diffuser that integrates with your decor.
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Continuous monitoring and optimization: Thanks to remote control via application, you adjust intensity, time slots, and timing in real time. Our service includes preventive maintenance, parts and labor warranty, and automatic fragrance replenishment.
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Over 500 sites equipped in France trust our expertise for perfectly controlled diffusion, from volume calculation to smart programming, including training your teams.
Scent can have a significant impact on customer experience and business productivity. The choice and use of perfumes must be done carefully, ensuring that the fragrance is in harmony with the brand image and objectives.
Book an appointment to learn more
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