There is an interesting article about scent marketing in the IndyStar:
A growing number of companies are targeting consumers' sense of smell to market brands and products in an almost subliminal way. They're hiring scent marketers, who concoct odors and serve them up using blowers strategically placed in public places.
At the Omni hotel, the lobby apparently smells like lemongrass & green tea, the cafe smells like mochachino. Read the rest here (link no longer working, sorry!).
In a related story, the Citroën C4 (by the French car maker) comes with a scent diffuser that works through the car's ventilation system. Nine fragrances, ranging from Mint & Musk to Ylang & Bamboo, are available. See the details at the Citroën website.
Perfumer Geza Schoen of Escentric Molecules explains the appeal of Molecule 01, a single note fragrance composed of the chemical Iso E Super:
At first spray, it is almost overpoweringly synthetic – an olfactory sensation with which any fan of Comme des Garçons' fragrances will be familiar. Seconds later, it disappears. Or, at least, it seems to.
“You smell it, then you lose it, but then an hour later, it's back. Then, two hours later, it returns again,” explains Schoen. “It's a surprise to yourself, over and over. I would ask, do you want to smell your own fragrance non-stop?”
Read the rest of the article in the Cape Times. The Escentric Molecules line is available at aedes.
6 Comments
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I have both the “Molecules” scents (samples) and now am anxious to try them. I always like scents that fade out, pop up again, switch gears LONG after the first spray — it makes life more interesting. M+B's Spiritus/Land does that for me like no other perfume…so far. K
This is intriguing, R. The Mohegan Sun Casino and Hotel in CT is scented. They have a big cauldron of incense when you enter and there's a fragrance – quite pleasant, actually – that permeates the entire lobby. Wish they'd bottle it.
The lemongrass/green tea scent at the Omni sounds great.
K, let me know what you think. I really like Escentric 01, but haven't tried Molecule 01 — and have to admit it doesn't attract me. I *do* want to smell my fragrance non-stop, LOL!
K, interesting — a big cauldron of incense beats lemongrass & green tea in my book! But wonder if it puts anyone off?
I imagine it does put some people off. I adore incense, love it, but my boyfriend HATES it. Says it gives him a headache. He does like the smell of citrus candles and burning sage, though.
Given how many people now say they have sensitivities to fragrance, it will be interesting if hotels start to do this in a big way.