Scent marketing: everything you need to know

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Scent is one of the most underrated yet powerful senses. It influences 75% of our emotions and plays a major role in how we perceive a space. If something smells pleasant, we feel comfortable, view the environment more positively, and naturally want to return. For brands, this is invaluable: scent marketing can increase dwell time, strengthen brand recognition, and even boost sales. It’s an opportunity you don’t want to miss.

We’re here to share everything you need to know about scent marketing so you don’t miss out on these opportunities.

Contents

  1. What is scent marketing?
  2. Tailored scent experiences for every organisation
  3. How scent marketing works
  4. Practical applications: neutralisation and marketing
  5. Benefits of scent marketing
  6. Scientific research
  7. Smart scent systems
  8. Frequently asked questions
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What is scent marketing?

Scent marketing is the strategic use of scent as part of your marketing mix to achieve specific goals. This could include reinforcing your brand identity, engaging visitors, or creating a luxurious atmosphere. The key? The scent must match your brand and your objective.

When your audience encounters the right scent, it enhances their experience and sets your organisation apart from competitors. Smell is often underestimated but is remarkably powerful on a subconscious level.

Tailored scent experiences for every organisation

Scent affects emotions and behaviour and can serve two functions:

Problem-solving:

  • Neutralise unpleasant odours: A fresh scent in restrooms, changing rooms, or gyms immediately improves perception of the space.
  • Enhance hygiene perception: A space may be technically clean, but the right scent makes it feel truly fresh.

Value-adding:

  • Scent marketing: Strengthen your brand identity, create a memorable atmosphere, and engage your visitors. With the right scent, people associate your brand subconsciously with a specific experience.

The best part? Both functions can be combined. You can neutralise unwanted odours while simultaneously adding value to your brand.

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How scent marketing works

Scent marketing works because scent is directly connected to the limbic system, the part of the brain that regulates emotions, motivation, and memory. Scent is largely processed unconsciously, immediately influencing perception.

When a pleasant scent is detected, the brain focuses on positive aspects of the environment, pushing negative impressions into the background. A clothing store with a subtle woody scent can suddenly feel like a luxury boutique. A wellness space with lavender can instantly evoke calm.

The result? Visitors feel more, experience more, and remember your brand more intensely without even knowing why.

Practical applications: neutralisation and marketing

There are two main uses in practice:

  • Odour neutralisation removes negative stimuli. Unwanted odours can impact perception of your space and organisation. Neutralisation creates a cleaner, more pleasant environment.
  • Scent marketing adds value. A scent aligned with your brand identity makes your experience unique and memorable.

By using tailored scent experiences, you can achieve a variety of goals within your organisation. Explore all scent objectives or request a customised scent plan.

 

Benefits of scent marketing

Scent is often overlooked as a marketing tool, which makes it a strong competitive advantage. The benefits of scent are significant and scientifically proven.
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A unique scent makes your brand instantly recognisable.
Purchase likelihood can rise by up to 15%.
Visitors stay on average 40% longer.
Customers remember your brand up to 65% better.
Employees are more productive and customers more positive.

Scientific research

Extensive research has been conducted on scent marketing:

  • In retail, scent leads to higher ratings and increased willingness to purchase.
  • In hospitals, scent supports healing for patients and reduces staff stress.
  • In hospitality, a suitable scent improves guest satisfaction and the perception of luxury.

Scent directly affects emotions and memory: 75% of our emotions are influenced by scent, making scent marketing a powerful tool

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Smart scent systems

Effective scent marketing requires more than simply spreading scent. Smart scent systems ensure the right scent, at the right time, and at the right intensity.

Our systems are energy-efficient, use refillable cartridges, and are easy to manage via an app. Control intensity and timing yourself and ensure your scent experience perfectly aligns with your objectives.

Curious which scent system is right for you? Request a scent plan today. We’re happy to help.

Questions? We can already smell the answers

Yes. Retail, hospitality, healthcare, sports, or offices: wherever experience matters, scent makes a difference.
It depends on your goal. Do you want to activate, calm, create a luxurious feel, or strengthen brand identity? Our scent advisors will guide you to the perfect choice.
Absolutely. You can solve problems and add value simultaneously.

Start creating your scent experience

We’re here to help you create a tailored scent plan, perfectly matched to your space and goals.
Request scent plan