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Scent Marketing for Brands and Businesses
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CHANNEL NEWS ASIA, SINGAPORE: The next time you board a Tower Transit bus, you may be greeted by a hint of perfume. It’s the transport company’s “signature scent” which was introduced on Tuesday (Feb 28), and will be rolled out on 100 buses in March.
Scenting Official Singapore Airshow 2016. Fly by for a whiff! Signature Scent designed by AllSense Scent Lab
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Have you experienced the scent of ION Orchard Chinese New Year Garden? Pop on down to ION L1 Atrium for a smell of awesome auspiciousness. Designed by AllSense
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We use our traditional senses (sight, sound, taste, touch and smell) to help make decisions and navigate the world of consumerism. Most brands focus their relevancy strongest on only two of these – sight and sound. It is through the use of imagery, design, texture, colour and rich sounds that strong emotional ties are built between a brand and its customer. But the strongest sense for evoking an emotional reaction is smell.
Brand identity is more critical today than ever before, as more and more businesses and products compete for consumer attention across an ever-increasing variety of channels. Our senses play a vital and complex role in forming our thoughts, impressions and behaviors. By targeting the senses, brands establish a stronger and enduring emotional connection with their consumers. As online shopping continues to skyrocket it becomes even more important that every face-to-face brand time with customers become even more memorable.
Any business that has the ability to control the customer’s environment in relationship to their brand experience can use ambient and olfactive branding. High-end retail chains, hotels, airlines, stores, banks and, even cruise ships are using signature scents to build their brands.
After touring the mall with my nose front and center, the most obvious and somewhat irritating use of distinctive fragrance is Abercrombie & Fitch and Hollister as they pump their musky and masculine colognes through their ventilation systems. But I need to hold my nose, as I’m not their target audience of 12- 24 age youth who desires a heavy-duty stimulus of smells and loud music to get a reaction.
Other brands like Anthropologie, Aritzia, American Eagle Outfitters, Urban Outfitters and Old Navy all had subtle, unique fragrances that resonated with their environments. Standing out was the fashionable Hugo Boss store with their signature-scent of citrus, tamboti wood and tonka bean, Lululemon with its grassy and rosemary fragrance and the posh Tiffany& Co jewelry store with is cotton-candy scent.
Many brands fail to make use of their customers’ sense of smell. So harnessing the power of scents is an excellent opportunity for you to differentiate your brand from your competitors. As human memories are closely tied to smell, the longer you build your olfactive brand the more positive memories will be associated to your brand down memory lane.
Al Hilal Bank, an Islamic lender based in Abu Dhabi, has launched its new ‘’Laha Al Hilal Card,’ a first-of-its-kind scented credit card that has especially designed for its female customers in the UAE.
The ‘Laha’ card has a built-in applet that can absorb the scent of any perfume.
The ‘Laha Al Hilal Card’ has been developed for young, ambitious and empowered women who desire elegant products that differentiate them from the rest, it stated.
“Our Laha Al Hilal Card celebrates the beauty, strength, vision, passion and character of women and encourages them to dream big and achieve even bigger. We want the holders of this unique card to be proud of being a woman and exploring possibilities together with Al Hilal Bank,” he added.
Mariam Yousef Ahli, the bank’s head of corporate communications, said: “Today’s modern woman wants to send out a strong message about her individuality and her capacity to become a productive member of society while staying true to her heritage.”
Phnom Penh International Airport has introduced relaxing aromas at its check-in counters, arrival hall and business lounge to enhance the passenger experience.
The gateway says it is part of the ‘scent experience’ to creating an inviting environment for travellers.
Chloé Lapeyre, general manager of Phnom Penh International Airport, says: “The Scent Identity scheme furthers deepens our engagement with our customers by offering them a comfortable environment when they embark on their journey and arrive in the kingdom.
Delta’s offering is Calm, an eau d’aeroport that it sprays in airplane cabins and infuses in the hot towels it gives out in premium classes. It has been spreading Calm for about two years, joining a handful of other carriers vying for olfactory distinction by developing their own individualized odours. The fragrant fliers include United Continental Holdings ,Turkish Airlines and Air Canada’s low-cost rouge operation. Spain’s Iberia is close to launching its own aroma, and Alaska Airlines is working on one.
The companies don’t plan to bottle their scents for retail, but they do see a commercial value in them. United marketing manager Mark Krolick says its new fragrance, provisionally called “Landing,” in concert with improvements like new lighting and redesigned gates, “will create a more relaxing environment. A good experience engenders brand preference, which probably will result in more booking,” he says. Airlines also say they aim for subtlety, so passengers who are sensitive to scents won’t recoil.
Fragrances increasingly have been in vogue among hotels and retail chains in recent years. Studies have shown that the sense of smell is closely linked to the brain’s limbic system, which is responsible for emotion, memory and motivation. Proponents say a scent can elevate shoppers’ impressions of a store and cause them to stay longer and spend more money. A scent also can conjure up positive memories of being in a Ritz-Carlton lobby, thus helping to increase bookings.
till other carriers say it’s just what they need. Turkish Airlines in 2013 came out with “TK 1933,” a nod to its airline code and the year it was founded. The scent, whose 29 ingredients include lemon grass, ylang-ylang oil and bergamot, was created by a Turkish fragrance house. The airline says quantitative research showed TK 1933 produced feelings of “trust, peace, happiness, serenity and pleasure.”
Fatma Yuceler, Turkish Airlines’ general manager in Los Angeles, says the idea isn’t to entice passengers to buy more tickets. “Turkish Airlines is really aiming to be a big brand, but all the big brands have a perfume,” she says. “The point was to address all of the five senses in a brand. We were missing smell.”
Singapore Airlines was a pioneer of jet scent. It started spraying its signature “Stefan Floridian Waters,” a mélange of rose, lavender and citrus, on its hot towels more than 30 years ago.
United is just beginning to introduce its fragrance, a medley of orange peel, sandalwood, cedar and leather, developed by a Charlotte, N.C. scent marketing firm called ScentAir. Landing has landed at a few locations at United’s O’Hare Airport hub in Chicago, including airplane boarding bridges.
Certainly this is a growth trend and it is no surprise Airlines are now experimenting in a space where customer experience and mood are crucial to the travel experience. Yes there will be nay-sayers, and those concerned over the application of fragrance inside a closed space. Yes a very valid concern and the correct usage thereof will be the success or failure of such an application.
When we all know the health benefits of various scents from Lavender to Rosemary, and their ability to enhance our mood, memory and state of mind. I’ll take this any day over flatulence and stale cabin air
I say “Bring it on”
Reader’s Digest Asia delves into the world of Scent Marketing for business. Interviews with Chris Pratt MD of ScentAir UK and Terry Jacobson MD of ScentAir SG,
This year Singapore Indesign will take experiential design to the next level. The media conglomerate has engaged AllSense to curate a range of fragrances that will resonate with the event concept of ‘The Future’. Additionally AllSense will be heightening the appeal of key event touchpoints by engaging the architecture and design community in an immersive sensory experience that will leave no doubt as to the power of fragrance as a tool in designing the mood and sculpting emotion into the built environment.
“Singapore Indesign with its innovative design trail format, represents an important event in the local design calendar,” says Terry Jacobson CEO of AllSense Group. “Its an opportunity for us to connect with the local creative community and share our vision, or should I say ‘scent’ of the future. We are all multi-sensory creatures, craving experience. As such there is no reason to limit the range of tools available in designing an appealing environment. Lighting, sound and scent are all critical design assets of the built environment that are shown to define brands, enhance mood and even to support health.”
Indesign: The Event has been held annually in design centres across the Asia Pacific for over a decade. Formerly named ‘Saturday in Design’, the event was first held in Sydney in 2003, founded by Indesign Media Asia Pacific, publishers of Indesign, Habitus, Lookbox Living and Cubes magazines.
It was inspired by the idea that a design event should itself be highly designed – immersive, curated and experiential. This led to Indesign’s unique non-traditional format, eschewing the regimented tradeshow hall for multiple locations across a city united by design precincts, allowing showrooms to communicate brand cultures, entertain people and showcase product in the full spotlight of their own space.
It has since grown to become the most anticipated design trade event on the calendar in Sydney, Melbourne, Brisbane, Singapore and Hong Kong. In every city, Indesign: The Event is distinguished by a coming together of boutique commercial design houses, international and regional, and leading creative figures from the architecture and design industry. Showrooms and pop-up spaces around the city are transformed by product launches and conceptual installations, as well as hosting topical industry seminars, international guests, workshops, demonstrations and entertainment.
AllSense is Singapore’s pre-eminent designer of ambient fragrance experiences for brands, hotels and retailers.
In 2009, AllSense introduced the concept of ‘Brand Scent’ to Singapore by creating a Signature Scent for premiere shopping mall, ION Orchard.
To date, AllSense continues to design and deliver compelling sensory experiences for Singapore’s leading shopping destinations, exclusive hotels and elite industry events.
AllSense. See Nothing. Feel Everything
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