Sensory branding in Sweden

The hotel chain Rica Hotels announced this week that it has developed its own scent called "Lemon Aid" with products such as scented candles, bath products and a faint scent which will be in the public spaces of the hotel. All the products can be bought at the hotel. The products are environmentally friendly.

Scent marketing in Sweden - continued

Another example of scent marketing in Sweden is the recent artificial scents of apricot and mango at the grocery store named ICA in Malmö - the southern part of Sweden. The light scent is sprayed from a fan dispenser that is placed under the fruit stand. The selection of mango is an interesting choice considering that it is not a fruit domestically grown in Sweden. According to the School of Business in Stockholm, scent marketing is a growing trend.

Scent marketing conference: Review

For those of who were unable to attend the Scent Marketing Conference that took place in New York, AdAge was on the scene and had a short interview with C. Russell Brumfield, the auther of "Whiff" and one of the keynote speakers.

Scent marketing teleconferences

For those of us who have missed the Scent Marketing teleconferences which have been hosted by the Scent Marketing Institute and the authors of the book Whiff, the audio casts are now available and provide really interesting information. Here are some of the topics the teleconferences have covered:

1. Olfactory Facts™ Late-breaking research that reveals the Amazing Powers and Influences of Scent.


2. Your Branded Scent Signature - The Four Keys to Creating Your Scent Script - “Message, Target, Trigger, and Delivery.”


3. Overcoming Objections - Well-conceived answers and explanations to age-old questions about Scent Abuse, Pollution, and Scent-Sensitive Consumers.


4. Retail Scent Marketing Strategies - Achieving a lasting ROI in the marketplace: Environmental, POP, and Signage delivery with software tracking systems.


5. The Fragrance Media™ - A look at scent marketing through print, packaging, fabrics, microencapsulation, and micro & macro delivery systems.

The Global Nose in Scent Marketing

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?

Scent on mobile phones

A Germany company called Convisual.de has just patented a mobile scent application. What does this mean? It means that consumers will be able to send scented text messages. Do you want to send the scent of an ocean breeze to your friends through your mobile phone? It is soon now possible with this new smell phone.

According to their press release, "The principle is simple and requires no additional hardware. All you will need is a mobile scent phone and an SD smart card sized chip, which provides a wide variety of scents. The scent chip can be accessed through various applications: via SMS and MMS, from a connected computer or special mobile scent programs on the cell phone. Users are allowed to accept or reject an incoming scent message in order to avoid spam.

There are many applications for this service, ranging from sweet smelling MMS greetings, to branded advertising samples for perfume manufacturers, to scent enhanced games for mobile phones and computers providing an additional sensory element for an outstanding gaming experience. "

This is what I call innovation!

New book on Scent marketing

There is new book out on the market called "What the Nose Knows The Science of Scent in Everyday Life" by Avery Gilbert. It addresses questions like:

• How many smells are there? And how many molecules would it take to create every smell in nature, from roses to stinky feet?

• Who was the bigger scent freak: the perfume-obsessed Richard Wagner or Emily Dickinson, with her creepy passion for flowers?

• By scenting the air in stores, are retailers turning us into subliminally controlled shopping zombies?

• Were Smell-O-Vision and AromaRama mere Hollywood fads or serious technologies?

There are so many resources out there so I would love to hear from other bloggers/marketeers about their book tips/reviews or examples of scent marketing in their part of the world.

Scent marketing in Hotels

I read about a newly designed hotel in California that has created its own scent called "White Tea" chosen because of its relaxing properties. This scent will heighten the sensory experience of guests at the hotel. Unfortunately, the article did not specify where this scent is exposed - such as the lobby, rooms, bath rooms, bed linens, shampoo, etc. It would be interesting to interview the marketing manager of the hotel about how this designed scent is incorporated in their brand value.

Scent marketing in Sweden - update

I just read about a scent marketing campaign which was executed last year to market a new toothpaste for Pepsodent. The scent campaign was carried out a movie theater where sample tubes of toothpaste were handed out, there was a faint scent of mint in the movie theater and there were commecials ads for the toothpaste before the movie. This was the first example of using scent marketing in a movie theater in Sweden. It would have been interesting to ask the audience what they thought about this involuntary exposure to a scent - did the consumer resent this or did they find it refreshing? This poses an interesting question of where do we draw the line for permission marketing and consumer consent for scent marketing campaigns. More to come from Sweden.

New Scent Marketing book

There is a new scent marketing book called Whiff! The Revolution of Scent Communication in the Infomation Age that will be released on June 20th, but right now you can read a chapter from the book as a teaser - might be interesting to take a look. There is also a blog associated with the book but unfortunately, the blog doesn't seem to allow comments or sharing about scent marketing from visitors. A bit disappointing.

Scent marketing news

There are some bloggers out there reporting on scent marketing trends in their part of the world. It is so interesting to follow the different categories such as scent marketing of designer clothes, food products and everyday home products such as laundry detergents and shampoo. Here is an interesting one from good marketing blog called The Marketing Fresh Peel which has called scent marketing called "Scratch and Sniff Marketing (Without the Scratch)". I have childhood memories of scratch and sniff stickers and books - this "scratch" marketing has made it to 2.0.

Scent marketing in Sweden

Just read about an outdoor scent marketing campaign that is based on a product launch for Dove Fresh Touch deodorant. The target group is women aged 15 – 34 years old and encourages consumers to use their sense of smell. These mini scented billboards are strategically placed at busstops and other places where you have to wait an extra minute. The scent is stored in a special device and a fan spreads it the immediate area. I haven’t seen these billboards myself but I am going to try to locate one in the next few days to report on it. Stay tuned for more news on scent marketing.

Nuances of scent marketing

According to author of Brand Sense: Build powerful brands through touch, taste, smell, sight and sound, Martin Lindstrom says that 75 percent of the emotions we generate in a single day are from smell. But in order to have a positive experience or memory of a smell for scent marketing, the scent or aroma has to be as authentic and genuine as possible. For instance, if you are selling fresh squeezed orange juice, your customer walks to the OJ shelf at the supermarket and is met with a faint of scent or mist of orange – do you want this orange scent to capture the Florida sun, a healthy and eco friendly lifestyle or the sticky, sugary, fake scent of Fanta orange? As for me, I have a strong interest in chocolate and I think that even my unprofessional nose would be able smell the difference between white, dark or milk chocolate.

The Sweet Smell of Scent Marketing

Scent marketing has really taking off and there are so many interesting articles and blogs about this subject. Here are some recent posts about it:

The Sweet smell of scent marketing

New Scent Marketing books to be published this summer

Marketing that Doesn’t Stink: Nailing the Olfactory experience

Scent marketing conference

Scent marketing is one of the marketing topics that I have been following (see my previous posts on scent marketing where I comment on scented textiles from Reebok and scented advertising for detergent) and now there is the first SCENTworld conference and expo scheduled in New York June 29th - July 1st. I have also discovered that the existence of The Scent Marketing Institute . I am fascinated by the topic and amazed about how researchers can create new scents to encompass a brand or a feeling of brand. There will be sprays / scents with the “new car” odor or an odor of “leather.” Stores will be also scented (and I am not talking about the perfume or cosmetic departments which are often over scented) but clothing stores or travel agencies. Internet stores will have difficult in scenting the shopping experience but once the product is delivered, it will probably be scented. Should Apple scent there products with a fresh crisp granny apple scent? What scent would represent Google or Nike?

Scented textiles: The Nose knows - part 2

Have previously blogged about scent marketing and I just read about a new innovation center at the British design school called Central Saint Martins College of Art and Design that are currently researching about scented textiles and clothes. Reebok has already started experimenting with their products. Reebok has recently launched a seamless short bra and work out clothes that give off a faint and refreshing scent of peppermint. Thanks to Rebecca for commenting about Odd Molly, a Swedish line of clothing that have also started with scented textiles.

Scent marketing- The Nose knows

I have been following the development of Scent marketing in Sweden as I had previously blogged about smelly ads for a laundry detergent http://360view-molsson.blogspot.com/2007/08/smelly-ads.html.

We should not underestimate the power of smells and odors that entice consumers to buy the product or create a feeling. If you want to sell bread, of course the smell of freshly baked bread will do the job. Although most travel plans and airline tickets are bought online, there are still many companies that have an office or a travel agency where potential customers can just walk in off the street. Why not have the fragrance of a light sea breeze in the store to create the desire for a warm summer vacation?