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Fragrance! Is It A Fad or Science?
Over the past decade there has been enormous research into the influence of scent on a person’s experience. The overwhelming conclusion from the academic and commercial organizations is perfectly clear: Scent Matters
From the side of science your olfactory gland works directly with your brains limbic system. This is where your emotion and your memories are controlled. Think about it, your olfactory glands help you sense dangers that you can not hear, see or touch.
According to a study by the Fragrance Institute people can recognize some 10,000 distinct odors. It has also be stated that people can recall specific smells a year later with nearly 66% accuracy. What a great asset that sits in the middle of your face!
How will you market your blends and will you use the same marketing techniques that the big corporations use in getting your product to market.
Scents or aromas are used across the board when it comes to the beauty, food and home fragrance industry. Retailers are taking the marketing of scents to a new level. You can find them all around you: from buying a new car at a dealership, casinos in Las Vegas, hotel gifts in your room or walking through malls and experiencing Crabtree & Evelyn, Lush or the Body Shop.
Most marketers are looking to establish brand loyalty and since consumers are influenced by their senses, retailers want them to experience their brand of fragrance. Retailers and perfume manufacturers know that branding is about establishing a solid and emotional connection with their customers.
How are marketers finding you with their scents. Well, some well known stores actually partner with other company’s to provide fragrance for their store environments that will attract customer from the mall as they walk by.
Then there are those scented direct mail pieces that arrive in catalogs and with orders that you might have placed from a related company. For the retailer or perfumer it makes for a very attractive return on investment. But as the consumer, are you satisfied with this form or marketing?
Taking an approach that involves all 5 senses is the safest approach to marketing your fragrance line, After all, allowing your clients to Smell the scent, See the packaging, Touch the container, Taste the flavor(with foods) and Hear the Ooo’s and Ahh’s, is just what you’ll need in order to get your scent to market.
Life Never Smelled So Sweet!
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