Trend Potential: Might be a surge in scented printing if people dont get too overwhelmed by wafting smells in department stores over the holidays!
(Reuters) – The aroma of baking bread wafts through the supermarket, even when the ovens are empty. The breezy scent of coconut oil floats through the bathing suit aisle of the department store when summer is months away.
Welcome to the world of scent marketing. Retailers are increasingly using ambient scents to induce shoppers to stay longer, spend more and maybe even behave a little more kindly toward fellow shoppers.
Beyond just creating a pleasant environment, the nascent scent marketing industry uses fragrance to tap into memory and emotion to strengthen brand identity.
Retailers are wary of discussing it lest they be accused of manipulation. But the fragrance makers, researchers and advertising agents gathered in Miami Beach for the ScentWorld conference in December were happy to explain their art.
“Control is one of the most important parts,” said Scentevents founder Neal Harris. “Too much could be way too much.”
His Los Angeles company provided the cotton candy aroma that sweetened arenas around the world during pop singer Katy Perry’s recent candy-themed “California Dreams” tour. At a Hollywood Halloween party, he did what theme parks are rumored to do by releasing a popcorn aroma to put guests in a snacking mood.
via Scent makers sweeten the smell of commerce | Reuters.
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