Within an increasingly competitive market, where companies seek to maintain a continuous relationship with consumers, the creation of an olfactory identity is key to creating recognition, loyalty, and brand identification and recall.
Scent marketing is one of the most powerful stimulation techniques, capable of activating these values, reaching levels beyond human perception, through the sense that creates the most impact and lingers for the longest time in the memory of the consumer: smell.
ACTIVATING BRAND RECALL THROUGH SMELL.
According to the scientific research “Senses in human beings“, carried out by Rockefeller University (New York), smell is the most emotional and powerful of the human senses.
Results show the human capacity to retain in memory 35% of the information that is received through smell. However, only 5% of what is seen, 2% of what is heard, and 1% of what is touched is retained in human memory.
In this way, a fragrance acts as a trigger for the ‘top-of-mind” of a brand, firm or identity.
The creation of a unique olfactory identity that the consumer associates with the brand’s values is one of the most powerful tools used by marketing and advertising strategists. In fact, the development of a successful scent marketing strategy leads to an increase in sales efficacy, raising their value by up to 30%.
Scent marketing creates a sensory map in people’s brains based on their personal experience. This map will activate the memory, and the direct and automatic association with the values, philosophy, and personality which brands wish to project in the emotions of their consumers when smelling a certain aroma once again.
The impact on human memory of scent marketing triggers a series of impulses in consumers which are capable of driving their purchases and affecting brand image and perception, as well as status.
During the development of the olfactory formula, the idea is to search for olfactory notes through strategically selected essences, with the objective of creating an exclusive, unique and recognisable odotype.
PERFUME AS A TRIGGER FOR BRAND RECALL.
After a long tradition in the development and creation of perfumery products, Mixer&Pack understands that perfumes and fragrances are the ideal product to create emotional bonds with a brand’s customers.
Activating olfactory branding is vitally important for brands that wish to develop a sense of belonging in their consumers and to reinforce their brand identity. Fragrances and perfumes will act as a democratisation element for each identity, completing their style through distinctive olfactory sensations which linger in time.
A study by Martin Lindstrom, a renowned brand consultant, says that brand impact increases 30% when more than one sense is involved, and 70% when three senses are integrated into the brand’s message.
In the creation of scent marketing as a potential strategy for brand positioning, a perfume is the perfect example of a brand image catalyst, boosting, catching and recording its identity in the consumer’s mind.
In the development of both olfactory and visual perfume branding, visual elements (textures, colours, workmanship…), are combined with exclusive and unique scents. The end of the process is a powerful product that acts as a tool for communication and client loyalty.
Perfumes are one more aspect of branding, boosting, aggrandising and complementing their personality and corporate philosophy.
THE CREATION OF AN OLFACTORY IDENTITY
Given the power of smell over the mind, it is very important to identify the right essences so as to correctly communicate brand values, aspirations and objectives.
Smell not only changes people’s sensations, but is also capable of changing the way they process information, activating that same hook every time it is perceived.
For a fragrance to be able to attract attention, it is important to transmit the appropriate essence, coherent with each identity’s status.
The way of fusing the ingredients and olfactory notes of each fragrance will determine the odotype of each perfume, making it exclusive and unique.
The fragrance pyramid describes the fragrance’s composition, which is created to project the different intentions and attributes the company wishes to communicate.
A fragrance pyramid is composed of head, heart and base notes.
The first type will contribute intensity to the fragrance during the first few minutes, in which normally the fresh and citric essences are perceived.
Then come the heart notes, responsible for defining the perfume’s identity and character. These are the essences that stay the most on people’s skin.
Finally, the fragrance’s last traces will be defined by the base notes, which can prolong their duration.
