Scent marketing is about exploiting the link between smell, memory and mood in order to market a particular good or service. It has been used for centuries by street sellers the world over — the smell of roasting chestnuts, for example, never fails to tempt passersby. But today, this concept is used by businesses to make themselves stand out in the clutter of visual and auditory advertising. From supermarkets to hotels, and car showrooms to health boutiques, scents are used to entice customers by helping to set a mood and create a certain impression. For example, many gyms now diffuse a peppermint aroma to reduce body odours and to invigorate their members.
According to scent marketing experts Air Aroma, there are four key objectives of using scents and fragrances in marketing:
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