Scent Marketing is more than just diffusing a pleasant fragrance in a space.
It is the art of taking a company’s brand identity, marketing messages, target audience and matching these with a fragrance that amplifies these branding aspects.
Scent Marketing can become highly effective in environments where other sensory stimuli exist, such as the use of lighting, sound and luxurious surroundings, enabling the brands to establish a long-lasting emotional connection with consumers.
Aromachology Aromachology is the study of the influence of odors on human behaviour and examines the relationship between feelings and emotions such as relaxation, exhilaration, sensuality, happiness and well-being brought by odors, stimulating the olfactory pathways in the brain and, in particular, the limbic system.
Aromachology brought Aromatherapy which can be defined as the art and science of utilizing naturally extracted aromatic essences from plants to balance, harmonize and promote the health of body, mind and spirit. The usage of aroma to enhance a feeling of well-being can be traced back thousands of years. Even cave paintings dated at 18,000 BC in Lascaux, France depict the burning of aromatic plants, thought to be used in order to drive out evil spirits.
The ancient Egyptian
culture clearly documented the use of aromatic medicine in their hieroglyphic records. Evidence of using herbs in the way of aromatic barks, resins, perfumed oils, wines and vinegars were found dating back to 4500 BC. Essential oils were extracted by the steeping of plant material in oil, and then squeezing the oil through a linen bag.
At a similar era, ancient Chinese civilizations were also using some form of aromatics. Shen Nung’s herbal book (dated back approximately to 2700 BC) contains detailed information on over 300 plants and their uses. Similarly, Chinese used aromatics in religious ceremonies, by burning woods and incense to show respect to their Gods, a tradition which is still in practice today. The use of aromatics in China was linked to other ancient therapies such as massage and acupressure.
Greeks & Romans
The Greeks acquired most of their medical knowledge from the Egyptians and used it in order to broaden their own discoveries. They discovered that some flower fragrances had stimulating and relaxing properties. For example the use of olive oil as a base absorbed the aroma from herbs or flowers and the perfumed oil was then used for both cosmetic and medical purposes. Inspired by the Greeks, Romans became well known for scented baths and massages with aromatic oils. The popularity of aromatics led to the establishment of trade routes which allowed the Romans to import “exotic” oils and spices from India and Arabia.
Aromatherapy in modern times
Although aromatherapy has been in practice for thousands of years, it has only recently become popular in our culture. The importance of combining mind, body and spirit in order to achieve wellness and health is a result of our current lifestyle and this is what aromatherapy provides. Modern scientific researches have been performed, which verify the emotional and physical benefits that aromatherapy provides. During the past two decades, a considerable amount of scientific researches have been conducted in the USA, Europe and Japan to measure not only the psychometric effects of fragrance upon feelings, moods and emotions but also other related physiological responses. The techniques applied were electrical activity in the brain, physiological parameters such as heart rate, skin conductance and Cortisol level assays to measure response to fragrances and their effect on mood, memory and voluntary and non-voluntary behavior. Specific positive effects of fragrances on humans, such as mood benefits, stress reduction, improving work performance are not myth today and it is overall accepted that a smell ofa fragrance can influence our behavior, mood, memory, emotions, stress, sustained attention and problem solving, friends choice, the endocrine system and the ability to communicateby smell without knowing.