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.
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.”
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
Terry Jacobson, of AllSense Group outside the Audi Fashion Festival, Ngee Ann City, Sponsors Board.
AllSense was appointed Official Ambience Scent Partner to the event.
The Audi Fashion Festival (AFF) Singapore is Asia’s premier fashion festival. It is the most eagerly anticipated fashion & lifestyle event in Singapore’s annual calendar.
AllSense has been chosen as Ambience Scent Partner to the Audi Fashion Festival (#AFFSG). The Singapore-headquartered company will curate a series of fashion-first inspired fragrances to adorn the shows as well as punctuating key Festival touch points including the Fashion Café at ION Orchard Level 1.
“Our partnership with Audi Fashion Festival represents our commitment to innovation within the industry and our strong relationship working with the leading fashion retailers and taste makers both internationally and here locally in Singapore. We look forward to another successful event this year” – Terry Jacobson, Regional Director, AllSense
About the Audi Fashion Festival (AFF)
Organised by Mercury Marketing & Communications, AFF is the only Fashion Festival in the world to bring together emerging and exciting Asian names alongside the best of the best in the International area. Since its inception in 2009, it has showcased world-class collections by top international designers and labels, including Christian Lacroix, Vivienne Westwood, Gareth Pugh, Marc by Marc Jacobs, Missoni, Ungaro, Erdem, DSquared2, Roberto Cavalli, Mugler, Zac Posen and Roland Mouret. In 2013, the festival saw the likes of Carolina Herrera, Tsumori Chisato, Peter Pilotto and Hussein Chalayan. Other recognised names who have participated in the festival from the fashion and music industry include Jacquetta Wheeler, Carmen Kass, Tao Okamoto, Tallulah Harlech, Russell Jaames, Tokio Hotel and Sophie Ellis Bexter. AFF is a prestigious high-profile platform for premium lifestyle brands to affiliate with.
Audi Fashion Festival Singapore 2014 embraces the art of progress as it returns to the heart of Orchard Road with the largest showcase of homegrown and Asian talents.
In line with this year’s theme, the festival opens on 14 May 2014, for the first time, with an Asian designer. Presenting his Fall 2014 collection, acclaimed red carpet designer, Prabal Gurung, makes his first return to Singapore. Closing the festival this year is legendary designer to the stars, Oscar de la Renta, who will present a showcase the includes his Fall 2014 collection. Adding to the star-studded mega event are Hollywood celebrity, Kate Bosworth and international Asian supermodel Godfrey Gao.
For Immediate Release: February 7, 2014
AllSense Pte Ltd (ScentAir), Singapore’s premiere scent marketing company has been appointed by Experia Events Pte Ltd as the official Brand Scent partner to the 2014 Singapore Air Show, Asia’s largest Air Show and the third largest in the world.
The scope of works will commence on the 9th February with the scenting of a series of banquet events to be held at Raffles City and Marina Bay Sands convention centres.
Changi Exhibition Centre (CEC), the host site to the show will be scented by AllSense through 16th February, as well as Singapore Expo Hall 7 over the public admission days.
“It’s a great pleasure and opportunity to be appointed as Official Brand Scent of the 2014 Singapore Air Show,” says Terry Jacobson Regional Director, AllSense. “This is a large project requiring a high level of experience and leading edge technology and stands testament to the efforts of our company and staff over the past 5 years.”
A signature fragrance was designed for the show to appeal to its 30-50 predominantly male demographic. The Singapore Air Show Brand Scent may be described as a modern masculine arrangement of fragrance notes resplendent with dewy juicy fruits and rich dark chocolate.
“Our experience working on military and aviation simulation training is something we look forward to showcasing at our booth C95, as well as sharing the range of insights we have gained working with airports, hotels and retailers here in Singapore and around the world.”
AllSense will be hosting a sensory seminar on Thursday 13th at 2pm within the Technology Training Zone, a summary of which session follows:
What we smell has a more powerful impact on our mood, memory and emotion than any other sense. Living in a visually dominated world so little attention is placed on this silent sense -but is ‘seeing’ really ‘believing’ anymore?
Learn how this powerful and intrinsically human sense works, how it can help to make better soldiers and pilots, how it can make a journey seem shorter, or an experience with a brand or product that much more memorable.
Learn why the world’s leading brands are all turning to scent to complete their business experience and how they are doing it.
There is a silent renaissance happening right now, right below our eyes, all we need to do is inhale…
For more information:
AllSense Pte Ltd | The Lab, 409 Racecourse Rd, #01-01, 218657 Singapore | firstname.lastname@example.org
We breathe in pairs. Except for twice in our lives: the beginning and the end. At birth, we inhale for the first time; at death, we exhale for the last. It takes two seconds to inhale and three seconds to exhale. With every breath, your sense of smell is at work, even when you’re sleeping.
Happy Sunday from all of us at AllSense. Hope you got some time out to smell the roses!
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