Decoding Experiential Marketing: How These Brands Captivate Customers Through Scent
As an increasing number of brands infuse their stores with carefully curated scents, the battle for customers’ sense of smell is intensifying.
From boutiques to department stores, discreet diffusers are being installed to disperse fragrances of tea, wood, and other pleasing aromas into the air.
Scent Marketing: The Effort Behind the Fragrance
The globally renowned bakery Cinnabon, famous for its cinnamon rolls, always positions its ovens at the front of the store. Each time an employee opens an oven, the irresistible aroma wafts through the shop entrance and directly into the senses of passersby.
Over the years, this aroma has become one of Cinnabon's signature identifiers.
They once conducted a comparative experiment by moving the ovens to the back of the store—the result was a significant drop in sales.
Stores that aim to maintain a lasting aromatic presence now often release scents directly through heating or air conditioning ventilation systems.
More Brands Are Using Scent to Create Atmosphere
Edward Burke, a spokesperson for ScentAir Technologies Inc. of Charlotte, N.C.—one of the largest manufacturers of scent diffusion systems—notes that scent marketing is growing rapidly in both retail and luxury apartment buildings. Many hotels now incorporate fragrances, particularly subtle tea notes, into their ambiance.
Today, numerous stores have become famous for their signature scents. One of the most successful examples is Lush Fresh Handmade Cosmetics, which sells soaps and cosmetics in a wide array of fragrances. Typically, their products are minimally packaged, allowing the natural aromas to diffuse freely.
If you’ve ever encountered a Lush store abroad, it’s an unforgettable experience—the fragrance reaches you long before you see the shop.
A Lush spokesperson noted that scent draws customers in and has become an integral part of the brand.
Luxury hotels have mastered the art of scent marketing
They craft unique olfactory signatures through bespoke fragrances—so that when guests encounter the scent again, it naturally evokes memories of their stay.
Take Westin hotels as an example. While often located in bustling central business districts, with exteriors that pulse with urban energy, stepping inside welcomes guests with the clean, refined aroma of white tea—pure, elegant, and instantly soothing.
Beyond elegant decor and attentive service, luxury hotels are also remembered for their distinctive scents.
The soothing atmosphere of a five‑star hotel owes much to these carefully curated fragrances. Upon entering, the lobby envelops guests in a comforting aroma—sometimes fresh, sometimes grounding. With each breath, travel weariness gently fades, transforming the journey into a more serene experience.
People are increasingly recognizing the importance of scent marketing and learning how to use fragrance to leave a lasting impression.
Within this practice, scent is deeply intertwined with personal identity.
Aromasoul Scent Diffusers Leave a Lasting Impression
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