Heat, memories, and scents: the winning formula for summer scent marketing.

Summer changes everything — our habits, our mood, and the way we consume.And while brands have largely embraced this shift by adapting their window displays and seasonal offers, one powerful lever remains surprisingly underused: scent marketing.

Now more than ever, scents play a key role in shaping how customers perceive retail spaces — and in triggering emotional engagement.

"Smell is the sense most closely linked to emotional memory. It works without us even realizing it — and that’s what makes it so powerful in marketing."

— Dr. Rachel Herz, neuroscientist and expert in olfactory emotions

Summer + brain = heightened sensory receptivity

Summer is a season of heightened sensory stimulation — heat, bright light, humidity, crowds, ambient music… This flood of stimuli makes our brains more alert and receptive to our surroundings. And in this context, the sense of smell takes center stage.

Indeed, high temperatures have a direct impact on how we perceive scents. They increase the volatility of odor molecules, meaning they diffuse more easily into the air. In other words, fragrances become more present, more intense — and more memorable.

"The olfactory system is directly connected to the limbic system, the center of our emotions and memories. No other sensory perception reaches the unconscious mind as quickly."

— Prof. Antoine Bechara, researcher in behavioral neuroscience

Scents and Memory: The Summer Madeleine de Proust — The Key to Scent Marketing

The sense of smell has a unique trait: it is the only sense directly connected to both the hippocampus and the amygdala — two key areas responsible for memory and emotion. A scent is never neutral. It is always tied to a feeling, a memory, an atmosphere.

In summer — a season of holidays, travel, and new experiences — scents carry an even stronger emotional charge. The smell of monoï can conjure up a beach in Tahiti, a hint of mint may bring back the memory of a mojito shared on a sunny terrace, and lavender can transport you to a peaceful walk through the fields of Provence.And that pleasant memory comes rushing back… the moment you step into a well-scented store.

Real-world example: The brand Nature & Découvertes diffuses natural scents of lavender or citrus in its stores during the summer. The result? A calming atmosphere that invites customers to slow down, browse — and ultimately, to buy.

Scent marketing: a still underused lever. Many brands focus on visuals and promotions to attract customers in July — summer sales, seasonal decor, soft lighting. Yet few take full advantage of ambient scent, even though its benefits are well documented:

• Increased time spent in-store

• Enhanced customer experience

• Stronger brand memory and recall

• Boost in sales (up to +11% according to some studies)

"A scent atmosphere is the silent signature of a brand. You don’t see it — you feel it."

— Jean-Claude Ellena, renowned perfumer and former in-house nose at Hermès

Which scents work best in summer?

Each season has its own olfactory codes. In summer, the focus is on light, refreshing fragrances — or those that evoke the feeling of being on vacation.

Hotels like Club Med and certain urban spas diffuse a subtle blend of tiare flower, vanilla, and lime during the summer to evoke a vacation mood the moment guests walk into the lobby.

3 Tips for Making the Most of Scent Marketing in Summer

• Adjust diffusion according to temperature: In summer, scents disperse more quickly. It’s important to slightly reduce the intensity to avoid overwhelming customers.

• Ensure sensory coherence: The scent should align with the visual and auditory atmosphere. For example, a monoï fragrance in a technical sportswear store could feel out of place.

• Consider the customer journey: Vary scents according to different areas (entrance, fitting rooms, checkout) to subconsciously guide customers through their shopping experience.

In summer, the nose sells. It’s the perfect time to enhance the sensory impact of your store or reception area.

Your customers’ brains are more sensitive, more emotional, and more receptive to memories — and that’s exactly what scent marketing targets. Don’t let this opportunity slip away.

A carefully crafted scented atmosphere can turn a simple store visit into an unforgettable experience — one that stays connected to your brand for a long time.

"A good ambient fragrance doesn’t get noticed; it is felt. That’s what makes all the difference." — Serge Lutens, creator and perfumer

Want to implement a scent marketing strategy? Contact our team to create a tailor-made ambiance.

Anne-Marie Spencer

www.ecofrenchlab.com

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