How does scent affect brand loyalty?
Can you smell that? A seemingly common question highlights one of the most powerful senses: smell. Humans can detect over one trillion odours, making smell a sensory experience like no other.
by Karla Menzel
Brands are beginning to understand the importance of scent in immersive experiences. For example, when artist Sissel Tolaas used David Beckham’s sweat to craft cheese for VIPs at the London Olympics to then making blood-and-money scents for Balenciaga’s fashion show in 2020, Tolaas intentionally leveraged the powerful tool of smell.
The power of scent in branding
Smell affects mood, memory, and emotions, making it a powerful tool for building brand loyalty. Studies show that customers are more likely to buy and pay more in fragranced environments, and can better remember brands when associated with pleasant smells.
However, the integration of scent goes beyond mere consumer attraction—it taps into the primal areas of the human brain. The olfactory bulb, which processes smells, is directly connected to the limbic system, the part of the brain responsible for emotions and memory. This deep connection explains why a particular scent can evoke vivid memories or emotions, making it an exceptionally potent tool for brands aiming to create lasting impressions.
By creating emotional associations, this technique leverages the sense of smell to influence consumer emotions and behaviour, shaping stronger sensory memories and strengthening the bond between the brand and the consumer.
Engaging multiple senses helps our activations stand out by creating lasting impressions and enhancing the overall brand experience.
In addition to scent, other sensory elements can also be integrated to craft a more immersive experience. Visuals, sound, and even tactile feedback work in harmony to create a multi-sensory environment that fully engages the consumer. For instance, we are experimenting with scents and special effects, like simulating a summer rain shower where you can smell and taste the freshness after a storm. This creates a tangible bond to the moment, enhancing the overall experience. The use of synchronized soundscapes can enhance the mood set by fragrances, while textured materials can provide a tactile connection to the brand’s narrative. This holistic approach ensures that each interaction with the brand is memorable and impactful, driving deeper emotional connections and brand loyalty.
So what are you waiting for? Add smell in your next immersive brand activation with us as your partners.
