Thanks Katie Ewer for the awesome, unusual question!
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Scent Marketing for Brands and Businesses
Thanks Katie Ewer for the awesome, unusual question!
AllSense founder and CEO, Mr Terry Jacobson, sat down with Eleanor Dickinson, editor of Mumbrella Asia to talk about his journey into the world of fragrance and scent marketing, which started over a decade ago.
Entitled ‘Our forgotten sense’: Terry Jacobson on the rise of scent marketing in Asia.
AllSense designed a fragrance for Tower Transit, the first public bus company in the world to roll out its own signature scent.
The signature scent which is diffused in a subtle and ‘background’ manner will provide a more pleasant commuter experience, with a sensation of freshness and revitalisation of mind and body the intended objective.
Read full article here:
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.
BURO247: How to design a runway scent for fashion week.
Adibah Isa interviews #TerryJacobson http://www.buro247.sg/…/how-to-design-a-runway-scent-for-fa…
#AllSense #SFW #FashionScent #ScentDesign #FashionWeek #EventScent #SignatureScent
AllSense gets a mention thanks to our work on 50 Scents and the series of Scent Walks we hosted earlier in the year.
According to SilverKris, our “Scent Maps reveal where the best chilli crab and pungent durian can be found”
Yep, we’ll take that!
走进购物商场，一阵幽幽芳香扑鼻而来，精神为之一振；在亮丽的时尚店与熙攘的人潮中，不知觉提升了购物体验。这股无形无体的气味背后其实蕴藏一门大学问。 气味行销（Scent Marketing）是个非常特殊及罕见的行业。近几年，一般购物商场，酒店、医院等场所，皆有量身定制的香氛来强化其品牌形象；而在新加坡，提供香氛给各大机构的公司寥寥无几。AllSense是少数中的一家，公司创办人兼总裁为原籍南非的特里•雅各布森（Terry Jacobson，39 岁）。 To read the full article, click here – https://lanyu.wordpress.com/2015/09/14/味道也是一门生意-南非商人-在新加坡卖气味/ About Lianhe Zaobao With a history of more than 90 years, Lianhe Zaobao is Singapore Press Holdings’ flagship Chinese newspaper with a readership estimated at 750,000. The website zaobao.com has grown to command monthly visitorship of more than 10 million and daily page views exceeding four million. It is regarded as one of the most professional media sources, trusted by top policy makers and leading business executives. Interview by Amos Mak
The next time you are in a department store, hotel or dentist’s office, take a moment to pull yourself away from the barrage of visual advertisements and background music to take a whiff of the air around you.
Chances are, you will notice the lingering of a faint scent – perhaps the delicate and sophisticated smell of yuzu and black tea if you are wandering the halls of department store Tangs or the rejuvenating scent of lime and eucalyptus if you are sitting at the reception area of One Farrer Hotel & Spa.
The subtle ambient fragrances are not a random occurrence – these brands are part of the growing number of businesses in Singapore that are using scent marketing to improve their customer experience.
Using ambient scents to make a space seem more inviting has become a trend in an advertising landscape which has, in recent years, nearly exhausted all means of visual and auditory marketing.
For the retailers, hotels and events that are jumping on board, it is a refreshing way to increase consumer spending, customer satisfaction and brand recognition.
According to freelance essential oils expert Laves Goh, the growth of scent marketing in Singapore in the past five years is in part thanks to the entry and influence of international brands such as Victoria’s Secret and Abercrombie and Fitch.
“Even though these brands have a more aggressive approach to scenting their physical space compared with the subtle scents in hotels or hospitals, their entry definitely helped local businesses see the benefits of creating a multi- sensory experience for customers,” says the 32-year-old, who has been helping commercial groups with scent branding for four years.
It does not hurt that there is also a scent for almost every emotion, allowing retailers to mix and match fragrances to create the perfect mood.
“Vanilla and amber induce warmth, comfort and nostalgia,” says Ms Goh, who also gives talks on scent branding and holds classes on essential oils.
“In the same way, citrus notes tend to improve appetite and peppermint gives the sense of fresh, clean spaces. There’s a scent for any place or occasion.”
It is a sentiment Mr Terry Jacobson, chief experience officer at Allsense Group, which provides aroma marketing solutions for brands and retailers, shares.
“Because our sense of smell is the only sense directly connected to the brain’s limbic system, which houses emotions and memories, it’s more strongly associated with memory than visual or auditory cues,” he says.
“A subtle and inviting scent can therefore increase dwell time, enhance the recollection of brands and elevate moods – making it a great tool for marketers and retailers alike.”
Another reason scent technologies have taken off in a big way is their relatively low cost and fuss-free implementation.
Mr Jacobson says creating a customised scent at Allsense takes about three months and ranges between $1,000 and $10,000, depending on the complexity.
But for brands without the time or budget to create a signature aroma, there is also the option of choosing cheaper ones from the company’s library of more than 2,000 scents.
And given that the scent can be dispersed through a building’s ventilation system, it is easy to implement.
Present technology also allows the scent to be regulated based on time or foot traffic, resulting in a consistent and subtle smell throughout the space, even in large department stores or hospitals.
For malls such as Ion Orchard, which opened in 2009, having a signature scent has gone beyond creating a relaxing atmosphere to becoming part of its brand identity. Created by international scent marketing agency ScentAir using 20 notes from herbs, fruits and flowers such as white tea and peony, Ion Orchard’s scent has become so well recognised that the mall decided to infuse it into votive candles and a cocktail as part of its fifth anniversary celebrations last year.
Customers were able to redeem the candles with a minimum $300 spending at the mall.
Similarly, at One Farrer Hotel & Spa, guests have begun asking to buy its signature scent Urban Oasis so that they can duplicate their hotel experience at home.
And the list goes on. Hotels The Westin Singapore and The Patina, Capitol Singapore, shopping centre Palais Renaissance, fashion label Zara, automobile brand Nissan and Mount Elizabeth Novena Hospital all have distinctive fragrances wafting through the lobbies and aisles.
Events marketers are also embarking on the customised scent route.
Experia Events, which is behind last year’s Singapore Airshow, had a signature scent created for the show. Made up of notes of dewy juicy fruits and rich dark chocolate, the scent aimed to appeal to the event’s distinctly masculine target audience.
An equally unique and chic scent evoking the Asian identity was also commissioned by organisers Mercury Marketing and Communications for last year’s Singapore fashion week – known as the Audi Fashion Festival – helping to set the mood for the glitzy event.
In both cases, the scents were diffused through the air-conditioning ducts in the enclosed lounge and exhibition areas.
The avant-garde scent for the fashion week was so popular – attendees were inquiring about it – that Mercury is creating another scent for this year’s edition of Singapore Fashion Week, which takes place next month.
Limited numbers of the bottled scent will be available for purchase.
It seems then that the science on the matter is clear: Scent has incredible potential.
And as far as Mr Jacobson is concerned, it will linger for a long while.
“Just like how we see or hear, how we smell is another way for us to connect to the world around us,” he says.
“Not only does it make our experience more pleasant as customers, but it can also bring character and personality to brick-and-mortar businesses.”
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”
DUTCH scientists are recreating the deaths of some of the world’s most famous personalities by reconstructing their last moments using scents and sounds.
From the sweet smell of Jacqueline Kennedy’s perfume, mingled with the scent of John F Kennedy’s blood to Whitney Houston’s last drug-fuelled moments in a Beverly Hills bathtub, scientists at Breda university say they offer visitors a unique, if somewhat macabre, historical snapshot.
“We all have seen the images of JFK’s assassination, but what did it smell like?” asks Frederik Duerinck, from the communication and multimedia design faculty of Breda’s Avans university of applied sciences.
To find out, visitors to the Museum of the Image in the Netherlands with a sense of the morbid are invited to lie in a series of four silver metal boxes similar to those found in a morgue.
The boxes, which are pitch-dark inside, are rigged with pipes leading to bottles containing pressurised smells.
A soundtrack is played and different scents are released into the box to recreate a specific “final moment”.
For around five minutes, visitors can relive the smells and sounds believed to have surrounded four people whose deaths are etched into the world’s collective memory: Kennedy (1963); Diana, Princess of Wales (1997); Muammar Gaddafi (2011) and Houston (2012).
For instance, those wanting to experience Houston’s final moments are transported to a bathtub at the upmarket Beverly Hills hotel where the diva died in February 2012 at age 48.
A coroner ruled the singer died of accidental drowning, with cocaine and heart disease listed as contributing factors.
To the sounds of splashing water and Houston’s voice, a visitor first gets a whiff of generic cleaner, used in hotels around the world, followed by the olive oil the singer used in her tub.
Then a strong chemical odour, similar to that of cocaine fills the box, grabbing its occupant by the throat, followed by the sound of rushing water and then silence.
“Smell is rarely used in communication and we wanted to explore its uses,” said Mr Duerinck. “It’s a very powerful means of communication.”
Scientists have proved smells are linked to the part of the brain that regulates emotion and memory.
Odours are often used in the retail industry to trigger a buying mood in customers.
“Who doesn’t want to buy a loaf after catching a whiff of fresh bread?” said Mr Duerinck, who together with other lecturers and students has put together an inventory of odours and is devising new ways of using smell: for instance in storytelling.
It’s quite surprising and spectacular,” said Riks Soepenberg, 31, who experienced a recreation of Gaddafi’s last moments as the former Libyan strongman was hunted and killed by rebels in October 2011.
“You can watch the pictures as many times as you want — it’s just not the same thing,” he said of the attack on Gaddafi’s convoy, forcing the long-serving leader to hide in a drainage pipe before being murdered.
“I almost felt myself being hunted,” said Mr Soepenberg.
In coming months, the installation will be taken across Europe.
According to the researchers this is not necessarily an effort to re-create historical accuracy but rather they aim to investigate new ways of “smelling” old stories.
Indeed the stories of today and the future will be told in new and exciting multisensory formats, however I am quite sure that the best stories will be those that retain the age-old campfire experience of storytelling.
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