The power of fragrance: key to olfactory marketing 08:10:26 October 10, 2024 in marketing,Fragrance Fragrance. It's a fundamental element in our society. Its success has lasted for millennia. On our bodies, in our environments, everywhere, scents are more than ever markers, vectors, media serving one of man's fundamental instincts: the flattering use of a sense intimately linked to our emotions. This is the fourth part of our discovery. Did you know that the expression "être mis au parfum" ("to be perfumed") originated in Roman antiquity? What a success it has been for this slang expression that everyone understands. And yet, objectively speaking, knowing information and smelling a scent have nothing in common. Well, in our text on Antiquity, we mentioned a district of perfume professionals in flourishing Rome. In fact, fashion was made and unmade in the perfumers' district. It was also a very busy place, with lots of people talking. And the latest gossip was on display. That's the little secret of perfumery. Extraordinary, isn't it? Yet let's take a look at our world today. Perfume remains a luxury product. Just look at the billboards or open a magazine, whether for women or men. And given the representations in these ads, it remains a product of seduction. In fact, there are two other locutions that can be added to the one above. In a somewhat colloquial language, don't we say "ça sent bon" or "ça pue" depending on our degree of optimism about an immediate event? And when the Covid epidemic exploded, in addition to other sometimes fatal symptoms, some people were deprived of their sense of taste (agueusia) and smell (anosmia). Many other illnesses take away the use of these two senses. And that makes them even harder to bear. And why? Don't we say "without taste, without smell, without flavor"? When the ENT (otorhinolaryngological) sphere, i.e. the nose, ear and throat, is paralyzed, a large proportion of sensations disappear. As we saw in our article on the brain (Link to Brain text), these perceptions have a direct connection to the areas managing memories and emotions. In other words, when flavors disappear in this way, morale is bound to suffer. Which obviously makes them more valuable. The success of sensory marketing, especially olfactory marketing The term sensory marketing was coined in the 90s. And it wasn't long before a number of studies converged: customers responded far more to olfactory marketing than to other forms of marketing, such as sound marketing. And why? Because, as we've seen, scents and odors have been essential to human beings since ancient times. It's not just a question of emotion or memory. Let's not forget that certain fragrances can heal, soothe or, on the contrary, stimulate. So the connection is easily made. Olfactory marketing can influence consumer moods. In fact, the Nike brand published a study showing that a scented atmosphere could increase purchase intent by 80%. In other words, with a figure like that, perfume is of tenfold interest! However, it's important to choose the fragrance(s) carefully, in line with the brand's identity, the nature of the product and the target. In short, real marketing. The top note, mentioned here, won't be enough. The heart and soul of marketing are just as important as packaging and decoration. A real challenge in a way, but one which, if successful, will bring a great leap forward to those who know how to take it up. Key word: success Meta-description: Success comes to the bold. But olfactory marketing is more a question of dexterity than audacity. Those who know how to handle it can really make their mark. Tags: marketing, Fragrance Share this article :