The olfactory logo: a powerful catalyst for emotions
Still unknown a decade ago, olfactory marketing is experiencing an unprecedented boom in the luxury industry. Some studies are definitive: it is an incredible tool for client loyalty, and for sales.
By Fabio Bonavita10 juin 2021
If you have already stayed at a Sofitel, you have certainly left with a candle or a room fragrance from the luxury hotel. Designed with lemon leaves, rose, bergamot, Jasmin from Grasse, vanilla, sandalwood, white rose and mastic, the essence is immediately recognizable. A success that allowed the group to establish its reputation. Same observation for the brand Abercrombie & Fitch, which at its peak, attracted its clientele in a subtly perfumed environment. Of course, the models were there, but the perfume as well. Two examples among many others tell a great deal about the importance of having one’s own olfactory signature as a brand.
Ida Kokoshari, cofounder of the Daena agency, confirms: “Luxury brands are facing ever more demanding clients, looking for unique and unprecedented experiences. Facing this requirement, they constantly have to create and innovate. Today, a pretty logo or an excellent interior design and great products aren’t enough anymore. In order to offer clients a one-of-a-kind experience, you need to create emotion by soliciting all of their senses, including smell, which is one of the most powerful. We know that 75% of emotions are driven by smell.”
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