Scent Power

Benefits of Scent Marketing

Every industry, from hospitality to healthcare, can benefit from scent marketing. According to a Baylor University study, good scents improve how customers view service quality, service experience, and service value. For maximum effect, research shows that the scent you diffuse should be congruent with the brand image. Congruent scents improve guest satisfaction, intention to revisit and perceptions of the product and service.

The psychology of smell!

Scent is evocative. Ephemeral. Elusive yet unforgettable.

Your nose captures the unseen world around you, often below your level of awareness. What do you smell right now?

Each day there are invisible scent molecules swirling around you, shaping your decisions subconsciously. Scents are constantly etching memories of your experiences into your brain. You won’t even realize it until one day you encounter the smell in another time and place and you’re instantly transported back to a memory. Has that ever happened to you?

Chances are, it has.

Studies show that people can remember a scent with 65% accuracy after one year. When molecules for a pleasant smell enter the olfactory system, the brain’s reward center is triggered, leading to an overall higher level of pleasant feelings. Essentially, good smells make us feel happy.

“Essentially, good smells make us feel happy.”

Scientists are realizing that smell is more important to our well-being than previously thought. Scent improves our social, emotional, and cognitive well-being.

Why is scent so powerful?

Smells can have significant effects on our physical, mental, and emotional wellbeing. This is because our scent receptors communicate directly with the emotion and memory centers of our brains, bypassing our logic centers.

Simply put, scent leads to connection. Think about your grandmother’s favorite perfume. Have you ever encountered it on another person, at another time, in another context? Your brain will still bring up memories of your grandmother.