Dollars & Scents: From Clothes to Cars to Banks, Brands Seek Distinction Through Fragrance
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There are certain scents — warm cookies, fresh-cut grass, salty air — that evoke powerful memories and can alternately make someone feel cozy and content, energized or just plain happy. It was only a matter of time until someone bottled that up and sought to connect scents with sales.
As brands continue to search for innovative ways to distinguish themselves, scent marketing is becoming another tool in their arsenals. “We’re where music was 15 years ago,” said Roger Bensinger, exec VP of AirQ by Prolitec, which works with Abercrombie & Fitch, Hard Rock Hotel & Casino and Giorgio Armani, among others. “You wouldn’t walk into an established retailer today without some sort of music playing, but that wasn’t the case 15 or 20 years ago. You can walk into a beautifully designed space, and it’s rendered meaningless if there’s a bad smell or an absent smell.”
While the roots for scent marketing lie in odor control — think smoky casinos and medicinal doctor’s offices — industries as varied as retail, hospitality, auto dealers and financial services are now looking to scent as a way to better define their brands.
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