I become more and more fascinated as I delve into the world of scent marketing. In a recent article from The Times, it mentions the genetic differences affects our sense of smell. Although this makes perfect sense, it is interesting to investigate how companies are dealing with this marketing challenge.
Here is a short excerpt from the article, "Unilever, the soap company, is poised to unleash a marketing campaign on the Asian market in an effort to persuade Asians that they need deodorants. Apparently it's a market that has proved resistant to the blandishments of soft-soapers so far. “Asians don't think they smell,” a Unilever spokesman said and, in a wistful aside, added: “but people everywhere smell”.
The article continues, "But Unilever may be barking up the wrong tree by taking on the Asian market. Oriental Asians (Japanese, Koreans and Chinese) have sweat glands which, even after puberty, do not produce the same type of chemicals found in other races, or produce as much sweat."
What is the sense of smell in other parts of the world like India, USA, Africa and Europe? Has anyone seen a map of scent sensitivities?
3 comments:
Post a Comment