Emotions are colourless, formless, ephemeral, and intangible. Yet they shape our choices and mark our days. Our senses play a leading role in the creation of our most unconscious feelings. They interpret information from the outside world and translate it into subjective perceptions, moods and desires.
The way in which this mechanism operates is beyond our conscious mind, and their aura of mystery bewitches and fascinates us, leaving us at the mercy of an invisible universe. The sense of Smell is one of the most powerful emotional messengers. Without realizing it, the first detail we notice from a person we meet is their scent.
This is why many brands and companies choose to tell unique stories through the scent of their commercial spaces, stores or showrooms. Stories that customers will love to experience and will want to relive, over and over.
Scenting an environment combines the rational and the irrational in an innovative way. But what are the essential steps that lead to the creation of an olfactory scenography with surprising emotional impact?
Ambient fragrances as immersive stories
The principal mission of companies today is to build persuasive storytelling able to communicate directly to their consumers’ emotions. The message of the most exclusive brands is conveyed not only through visual, tactile and auditory sensations but also through olfactory perceptions as imperceptible as they are powerful.
The rules of olfactory marketing and the world of olfactory branding, in particular, rely on the direct communication channel between our sense of smell and our limbic system – our “emotional brain”.
The first step in creating a signature scent is to analyze the type of environment to be perfumed.
Every environment has particular features and is characterized by different points of contact and unique modes of interaction between the company and its customers. The emotional journey needs to be customized based on the type of environment to be scented and our goals in taking advantage of the power of olfactory branding.
For example, a personalized fragrance inside a hotel can enhance the authenticity of the location and improve the perception of quality by guests. The fragrance of a retail store can increase the time spent in the store and encourage customers to purchase. A personalized olfactory signature can be the distinctive feature of an architectural project or the link between a restaurant’s menu and the emotions of the diners enjoying the dining experience.
The Scent case studies range from the most diverse application contexts, always finding the most effective way to enhance the non-verbal communication of each business.
An olfactory signature, to help your brand strategy
It takes just one step into a new environment for its fragrance to envelop us in a pleasant caress, unleashing a cascade of thoughts and memories etched into the most secret corners of the unconscious. Room fragrances can be considered the true soul of a place, capable of defining its personality with drops of pure energy in liquid form.
To create a effective ambiance fragrance it is essential first to establish the brand’s character, vision, and communication objectives. This conceptual phase is crucial to understanding how to mix all the possible olfactory notes and achieve a personalized and exclusive combination.
At present, our Research Centre has created more than 3000 fragrances. This is an unmatched level of customization, which allows you to always find the olfactory dimension that best represents your brand.
What emotions do you want to stimulate?
The message a brand wishes to convey is directly linked to the sensations it intends to arouse when visitors come into its spaces. What is a brand if not an extraordinary combination of visions, dreams, aspirations and values? The success of a brand is measured by its ability to create empathic relationships with its users. All physical contact points (such as retail spaces, offices, event locations, etc.) contribute to this goal when designed to be real multisensory journeys at the beating heart of a brand.
Designing an exclusive olfactory signature can create spaces that convey the entire philosophy of companies that opt for olfactory branding. A true sensory pyramid comprises shared emotions and a precise background of common values and symbols.
Studying a personalized home fragrance means finding that intertwining of olfactory notes that ignite exactly the emotions you want to evoke in the soul of those who visit your business spaces. The marketing experts at Scent Company can help you design a compelling experiential pathway for your customers.
The best diffusion systems
For an olfactory branding strategy to succeed, it is essential to diffuse your olfactory signature coherently and continuously so that it reaches every corner of the location to be perfumed without losing any of the desired level of intensity. Designing a complete olfactory branding project has a more technical but equally creative planning dimension in which the dissemination systems most suited to the purposes of each scent marketing strategy are defined.
The high-quality standard of Scent Company fragrances allows them to be used in any context. They are hypoallergenic and based on natural ingredients that have high safety and tolerability standards and will not damage the architectural materials and fabrics that complete the furnishings of each space. Therefore, there are no technical limits to creating your immersive emotional experiences.
Furthermore, the diffusion systems we use to shape our olfactory branding projects adapt flexibly to any environment, allowing room fragrances to be diffused in every location with maximum yield and minimum waste of resources. You can rely on nebulizers that connect to AHU systems and integrate into ventilation systems, mobile column evaporation diffusers, or portable micro nebulizers: our expert team of technicians will take care of everything.
The only limit to your olfactory marketing strategy is your desire to excel and distinguish yourself from the competition in sophisticated and decidedly original ways.
Do you want to create your own ambient fragrance and change how you welcome your customers? Contact our experts for a consultation!
