SOH News

'Tis the season to scent

04 October, 2016
I came about an article of an experiment preformed that sums up perfectly how scents can evoke emotions! Take a read below and this pretty much sums up what you as a scenting client should be striving to achieve!

A class of 25, 3 year old children were given a set of six different scents, in identical containers, randomly distributed. All scents were safe & suitable for children, all with the same intensity. Scents were: cinnamon, mint, flowers, strawberry, coffee and soap. 3-year-old children are still unable to identify these scents or read the labels. After smelling all scents and playing for a while, they were asked, individually and separately, a simple question. Which one do you like best?
 
Keep calm and fragrance on
GUESS: Which scent did they like best?

There are psychological reasons why people like or dislike a particular smell. Such reasons are linked to deep emotions.

The ‘scent arena’ is always subconscious: scent messages are connected to primary instincts and feelings, such as love, hunger, thirst, feeling at home, feeling safe or happy, enjoyment, excitement etc. These feelings are related to memories, either because the smell elicits past memories or because it creates future emotional memories.

Scent marketing is about spreading messages by means of scents. Using scents to enhance the Brand Experience works wonders, we remember 35% of what we smell and only 5% of what we see, and with the nose being able to retain around 10 000 different scents our scent memory lasts a life time … this is exactly what you want … your customer remembering their experience with you forever!


Back to the kiddies...

Their answers were: 4: cinnamon; 0: mint; 3: flowers; 2: strawberry; 14: coffee; and 2: soap.

Unexpectedly, coffee was clearly the most preferred scent among the little kids. But why? The reason being is that coffee (in Barcelona, were the experiment was preformed) is the smell of morning and afternoon at home, feeling safe with mum and dad. 3 year olds are obviously not coffee drinkers, but coffee is the smell of Love to these kids. And the reason why they prefer it among other child appropriate scents, such as strawberry or cinnamon, is because it evokes feelings of love to them.

 
Sources:
Open Senses, 5th january 2015.
Experiential marketing blog - Eventige media group.
Wikipedia - Sensory Branding

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