Scent Marketing

Stimulating All Senses

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Improve Brand Experience and Customer Engagement

What is scent marketing? Scent marketing strategies, also known as scent branding, aroma marketing or olfactory marketing, is a powerful marketing strategy that uses the sense of smell to create brand awareness, increase customer engagement, and influence consumer behavior. It is based on the understanding that scents have a direct link to our emotions and memories, an effect that marketers use to form a deeper and more emotional connection with consumers.

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Scent as the X-Factor

Competition in today’s business world is intense. Companies are constantly looking for that unique ‘X-factor’ that sets their offerings apart and gives them a competitive edge. In this, scent marketing can play a surprisingly powerful role. The right scents can serve as an invisible but noticeable feature that can significantly influence the way your business is perceived and experienced.

A tailor-made ambient scent can become an integral part of your brand identity, a signature scent that gives your business space a unique character. This signature scent can leave an indelible impression on customers and contribute to strong brand recognition. This can be especially effective in businesses that place a strong emphasis on customer experience, such as retail, hospitality, and luxury brands.

Moreover, the right ambient scenting can also contribute to the well-being and productivity of your employees. Scent marketing research has shown that certain scents can improve mood, reduce stress, and increase concentration. By introducing a pleasant and stimulating scent into the work environment, you can create a more positive and productive work atmosphere.


Yes, scent marketing does indeed work. It is a clear strategy to distinguish yourself from competitors. By making products smell the right way, you create a good impression and a good feeling among customers. Research has shown that the use of scents can enhance the ambiance and strengthen the perception of the product. It directly addresses the senses, in addition to sound and visual aspects, making scent marketing an integral part of the brand experience.

Scent Marketing Applied in the Following Industries

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Scent Marketing in Retail Store

In the retail sector, scent marketing can positively influence customer behavior. A pleasant, brand-related ambiance scent can make a store environment more attractive, prolong customers’ stay, and increase their willingness to buy and increase sales. A particular scent specially developed , branded scents, can strengthen brand identity and evoke a positive association.

Scent Marketing in Hospitality

For restaurants and cafes, a scent marketing strategy can enrich the dining experience. A delightful aroma can tantalize the taste buds and tempt customers to order more. Moreover, creating a distinctive aroma can strengthen the brand and contribute to customers’ repeat visits.

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Hotels can use scent marketing to create a unique and memorable experience. A distinctive lobby scent can provide a warm welcome to guests, while using calming scents in rooms can contribute to a relaxed and comfortable atmosphere, enhancing guest satisfaction and create positive brand associations.
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Scent Marketing in Fitness Centers

In fitness centers, scent marketing can help create an energetic and motivating environment. Citrus scents, for instance, can help invigorate members and boost their energy levels. Moreover, using aromas and sensory marketing can also help neutralize unpleasant smells, promoting a clean and fresh environment.

Scent Marketing in Hospitals

In hospitals, scent marketing can contribute to patients’ well-being and comfort. Calming and a subtle scent can help reduce anxiety and stress in waiting rooms or treatment rooms. Moreover, fresh scents can help promote a clean and hygienic environment.

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Geurmarketing bij vakantiehuisje chalet met sneeuw logo

Scent Marketing in Automotive

In the automotive industry, scent marketing can have a significant influence on sales and on customer loyalty and satisfaction. A ‘new car’ scent in a showroom, for instance, can enhance a vehicle’s appeal and positively influence purchasing decisions. Car dealers can also use scents to create a pleasant atmosphere, contributing to the overall customer experience.


In offices, scent marketing can contribute to a productive and pleasant working environment. Using the right scent, such floral scents such as peppermint or lemon, can boost employees’ concentration and energy levels. Furthermore, a fresh and clean scent can create a positive perception of the work environment and improve employee well-being.

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Scent Marketing in Parking Garages

Although it may be surprising, even parking garages can benefit from scent marketing. Using scents can help neutralize the typically unpleasant odors of a parking garage, creating a more enjoyable experience for customers. Additionally, a unique scent can contribute to the garage’s distinctive character, increasing brand loyalty and recognition.

Scent Marketing in Holiday Resorts

For holiday resorts, scent marketing can add an extra dimension to the holiday experience. Using natural, fresh scents in bungalows or chalets can enhance the feeling of ‘away from home’ and contribute to brand sense and a cozy atmosphere. Moreover, a pleasant scent in communal areas like receptions or swimming pools can strengthen the brand identity and contribute to a positive memory of the stay.

Geurmarketing bij vakantiehuisje chalet met sneeuw logo
Geurmarketing bij vakantiehuisje chalet met sneeuw logo

Scent Marketing in Amusement Parks

In amusement parks, scent marketing can be an essential element in creating an immersive experience. For attractions, specific scents can be used to support the story or theme of the attraction, making the experience more intense and memorable. Additionally, a pleasant scent can enhance the overall atmosphere and improve visitors’ well-being.

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Scent is Emotion

The most underestimated sense, our sense of smell, and emotion are inextricably linked due to the unique path that scent molecules traverse in our brains. When we inhale a scent, these molecules directly reach the limbic system, our emotional control center. Unlike other senses, the sense of smell has a direct line to the emotional and memory centers of the brain.

The amygdala, a part of this system, plays a central role in linking scents to specific emotions and memories. As a result, scents can evoke powerful emotional reactions and transport us back to long-forgotten moments with astonishing clarity. Whether it’s the scent of freshly baked bread bringing back memories of grandmother’s house or the smell of lavender inducing calming feelings, recall smells is very powerful and emotional.

Compared to other senses, the underestimated sense of smell is particularly influential in our emotional lives and well-being. In short, scent is much more than a sensory experience; it’s a profound emotional journey.


Effectively applying scent marketing in your business space requires more than simply lighting a scented candle or dispersing an air freshener. Professional scent machines are specially designed to provide a subtle, consistent, and controlled scent release that seamlessly fits the ambiance and branding of your business.

These systems often use advanced technologies like micro-mist technology to evenly and efficiently disperse scents across large areas without signature scents becoming overpowering or disruptive. Additionally, they can be programmed to adjust the intensity of the scent, creating a dynamic and adaptable scenting experience. They are specifically developed to disperse scents in small or large spaces and to fully automatically spread different scents.

Frequently asked questions

What is scent advertising?

Scent advertising, also known as scent marketing, is a powerful tool where scents are used to elicit a certain reaction from consumers. This can range from creating a pleasant environment to strengthening brand identity and boosting sales. Due to the unique connection of scent with emotion and memory, scent advertising is a powerful tool to leave a lasting impression on consumers. There are many scent marketing examples.

What do scents do to our brain?

When we inhale a scent, it is detected by specialized sensory neurons in the nose, which relay information to the olfactory area of the brain. This area is closely connected to the limbic system, which is involved in emotion and memory. Therefore, scents can evoke strong emotional responses and bring up vivid memories.

What does a scent do to you?

Scents can elicit a wide range of responses, depending on the specific scent and the personal associations someone has with that scent. They can evoke emotions, trigger memories, influence our mood, have a relaxing effect, and even change our behavior. For instance, certain scents can help us relax and reduce stress, while others can uplift us or give us energy.

Which scent boosts sales?

There isn’t one specific scent that boosts sales, as the effectiveness of a scent depends on the context, the product, and the target audience. However, research shows that pleasant scents can generally lead to a more positive experience of a store or brand, resulting in longer dwell times, improved customer satisfaction, and increased sales. We don’t use essential oils, but more sustainable fragrances from Grasse.

What is scent communication?

Scent communication, also known as scent marketing, is a strategy where scents are used to form a brand identity and stimulate customer engagement. It’s based on the fact that scents are directly connected to our brains and emotions and can therefore influence buying behavior and increase turnover. Scent research has proven that it works. Additionally, it has many benefits that can guide consumer behavior.

What is the Proust effect?

The Proust effect is a psychological phenomenon where scents can unexpectedly evoke vivid memories, often from distant periods in the past. The term comes from the French author Marcel Proust, whose novel “In Search of Lost Time” contains a famous passage where the taste of a madeleine cookie dipped in tea brings forth a flood of childhood memories. The Proust effect illustrates the strong connection between scent and memory in the human brain. When we perceive an aroma, this information is processed in the olfactory bulb, which is directly connected to the hippocampus and the amygdala, two brain structures crucial for forming and retrieving memories and processing emotions.
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