Since the 1990s olfactory marketing has been growing in importance, in sectors ranging from retailing to entertainment.
In a market saturated with visual and auditory content, olfactory communication has shown itself to be both innovative and effective. As a channel of communication the sense of smell is less crowded, and therefore more receptive - and it's a more "instinctive" sense. Smell is the only one of the five senses whose messages go directly to the brain without intermediate processing. It’s the most primitive, emotional sense, and the most irrational. Every smell carries an emotional charge.
This all adds up to a new way of impressing a company's brand identity on the memory of the consumer: not just a logo but an olfactory experience.
Research has shown that people remember 35% of what they smell, compared with only 5% of what they see, 2% of what they hear and 1% of what they touch.
Scent makes a brand identity more loyalty and adds to the perception essential to every brand
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