What is fragrance marketing?

The most detailed and authoritative explanation of scent marketing

In recent years, guests staying at international hotel chain brands have begun to have a new feeling, that is, they are greeted by fragrance in the lobby. In fact, careful people will find that each international hotel brand has quietly set a unique flavor. What is very interesting is that the previous saying: "This hotel has great flavor!" is no longer an empty reference to its service. Instead, it truly becomes the customer’s current sensory experience. This new initiative and trend is defined as hotel fragrance marketing, which is a trend following the continuous improvement of in-store air fragrance diffusion system technology. Now we will make a brief introduction after collecting relevant information extensively:

1. Definition of scent marketing:

It refers to using specific smells to attract consumers’ attention, memory, recognition and ultimately form consumption A marketing method that stimulates consumers' sense of taste and smell, which is different from traditional visual stimulation. Among all human senses, the sense of smell is the most sensitive and the sense most closely related to memory and emotion. It has been scientifically proven that each person's nose can remember 10,000 tastes, and the accuracy of olfactory memory is twice as high as that of vision. Every day, we live among tastes and experience the significant impact that taste has on emotions, memories, moods, and behaviors. People associate smells with specific experiences or items, so Fragrance Marketing (FM) was launched and widely used by businesses. Smell, the light fragrance is like the label, reminding consumers of a specific brand as soon as they smell it.

Fragrance marketing is an upgrade to the traditional brand sensory experience. People originally construct their perception of the world from the five senses - vision, hearing, touch, taste and smell. In the past, when we created a brand image, We rely heavily on vision and hearing. In fact, this is because most of us build our brands through media delivery of advertisements, and the limitations of media are mainly vision and hearing. Now we use taste and smell to identify companies and products, trigger customers' purchasing motivations and increase the added value of products. In the marketing process of products, other human sensory components are integrated to trigger customers' sense of beauty or excitement. Scent marketing is an innovative marketing tool and a model of differentiated marketing insertion.

Scent marketing began to flourish in developed countries in Europe and the United States at the end of the last century. It entered a period of rapid development around 2005. Now it is relatively mature and has been widely accepted by people like visual and auditory marketing. Famous foreign fragrance delivery companies such as SCENTAIR from the United States are also making strong inroads into China.

2. Scent marketing classification:

Scent marketing is divided into item fragrance marketing and environmental fragrance marketing. Item scent marketing is mostly used in clothing stores and other marketing methods that scent products to attract customers, while environmental scent marketing adds a unique scent to the air of the space environment so that everyone in it can feel happy. This marketing method is more common in entertainment and leisure service places, such as hotels, clubs, high-end restaurants, bank lobbies, high-end shopping malls, airport waiting rooms, etc. Of course, it is also used in many high-end office buildings and residential buildings. Generally speaking, what people refer to as fragrance marketing refers to the latter, because the latter can improve the hardware and software facilities of service providers to improve the brand level and attract customers with low cost and small workload. The former only improves the attractiveness of the product, and the workload of adding fragrance is relatively large, the cost is higher than that of the latter, but the influence is not great.

2. The application of fragrance marketing in modern business:

The aviation industry has entered a new era of sensory brand marketing. You can feel a special fragrance when taking a Singapore Airlines flight. The smell of the perfume on the Singapore Airlines stewardess, the perfume on the hot towels, and every corner of the entire cabin... This special fragrance called "Stefan Floridian Waters" has become Singapore Airlines' patented fragrance. It is a "hot scent" specially prepared by the American Scentair company. "The smell of perfume on towels" has become Singapore Airlines' patented scent, and you can recognize people by smelling it.

Stefan Floridian Waters Maybe you will think of it as the name of a family. In fact, it is part of the image of Singapore Airlines and is a specially designed fragrance. It has been registered as a unique trademark of Singapore Airlines.

When you step into the first class cabin of British Airways or the first class lounge of New York JFK Airport or London Heathrow Airport, the first thing that catches your attention is the unique smell, which is called Meadow The aroma of grass. Airlines spray the scent into the air on scheduled routes to strengthen the company's brand image among its most valuable customers. This new sensory experience, which is different from vision and experience, is unique, novel and has good marketing effect.

The popcorn stands in Disneyland will turn on the "artificial popcorn scent" when business is slow, and soon customers will smell the scent. There are also some retailers that release various scents in sequence at regular intervals. "Decorate" the environment in your store so that olfactory fatigue customers will also notice these different smells.

Sony Ericsson, the mobile phone giant, has launched a new mobile phone that emits a light fragrance when used, making people feel calm after smelling it. South Korea's LG's mobile phone, known as "chocolate", exudes the fragrance of chocolate, and Samsung's Spreading the sweet scent of honeydew melon in the store... This is the brand concept of the new century. This kind of marketing method that makes good use of taste senses and extends sensory perception is called taste marketing, which is different from traditional marketing. Innovation in means is a new means of marketing insertion and an upgrade of marketing in the visual and auditory era.

Starbucks coffee shop is the first brand in the world to use coffee to convey culture. The aroma of coffee leaves us with permanent memories, smelling it and tasting it; North American BOSS uses the slogan "Man's Taste" to promote the charm of the store The masculine fragrance is integrated into one, becoming a model of the perfect integration of audio-visual brands and olfactory brands. K. Wah Cinemas in Singapore installed scented electronic devices. When the movie "Charlie and the Chocolate Factory" was screened, the auditorium was filled with the rich aroma of chocolate, and the audience was very happy as a result.

3. The latest application cases of fragrance marketing in China:

Four fragrances tailored for the 2010 Shanghai World Expo have met Shanghai citizens and tourists from all over the world. Shiseido's special perfume bottle design for the World Expo was inspired by the elegant white petals of the magnolia, the city flower of Shanghai. The two perfumes brought by France best reflect the characteristics of Shanghai in that their main fragrance is the scent of magnolia. .

The two perfumes of Japanese cosmetics giant Shiseido are named "Shanghai Huayi". Among the two scents, Qingling perfume has a fresh smell and represents modern Shanghai, while Yuyi perfume has a rich smell. Symbolizes old Shanghai.

These two perfumes made in France are directly named "French Pavilion" because their image represents the French Pavilion itself at the Shanghai World Expo. The perfume is available for men and women, and the unique mesh structure of the French Pavilion can be seen on the outer packaging.

The survey found that as long as a brand can attract consumers through multiple senses, consumers will have a stronger brand experience. In the case of the Shanghai World Expo, using olfactory branding in the pavilions can keep the experience fresh in visitors’ minds long after the event. Therefore, olfactory branding can even allow a country to create a favorable national image in the minds of visitors.

4. The application of fragrance marketing in the hotel industry:

All major international brand hotels exude fragrance, including Ritz-Carlton, Oriental, Shangri-La and Marriott. To leave an impression on guests, a comfortable lobby, luxurious decoration and high-level service are naturally indispensable, but now among those more subtle factors, aroma is more noticeable.

For example: Starwood Group is now creating a special "scent business card" for guests to make every guest unforgettable about the hotel they have stayed at. Since October 2005, Starwood Group has begun to promote the aroma strategy. They spread unique scents in the lobbies of their hotels to deepen guests' impressions of the hotel and attract them to come back again.

The scent in the lobby of the Sheraton Hotel combines fig, mint, jasmine and freesia to make people feel at home.

The smell that guests of Westin now smell in Financial Street is the same aroma that he felt at Westin in Times Square, New York. The fragrance is matched with globally unified style lighting and background music, which allows fast-moving businessmen around the world to work in a familiar space and atmosphere in any Westin. The lobby of the Westin Hotel exudes an elegant white tea fragrance, mixed with the smell of geranium and freesia, which makes people calm and relax.

Four Points uses the aroma extracted from apples and cinnamon, which reminds people of apple pie and the earthy style of the hotel. It was a delicate fragrance, not so strong that it made people feel pungent.

It is understood that the Four Points by Sheraton Hangzhou Binjiang Hotel recently installed a new fragrance system. In the past, when guests walked into the hotel, they would smell an apple pie smell, but now as long as you When you step into the Four Points by Sheraton Longxi Hotel, you will smell a more unique smell. Fresh and natural, a bit like the fresh grassy smell that comes from the grass after a heavy rain in the summer afternoon.

This is exactly the scent marketing technique of hotels. Nowadays, many businesses use fragrance to entice consumers and make them willing to open their wallets. The Four Points by Sheraton Hotel is not the only hotel that has changed its taste. Sheraton Hotel Group manages 142 Four Points by Sheraton brand hotels in 24 countries around the world. So many Four Points by Sheraton hotels were given this new scent at the same time. Four Points by Sheraton Hotel has customized its fragrance. The fragrance of Four Points by Sheraton has a very nice name, "Pinwheels in the Breeze", which is translated as "windmill smell" in Chinese. "The feeling is like the fresh and refreshing fragrance in spring." The smell of the outdoors. "The smell of windmills" is the unique smell of Four Points by Sheraton. Sheraton Hotel Group has many brands including St. Regis, The Luxury Collection, W Hotels, Westin, Le Méridien, Sheraton, Four Points by Sheraton, etc. Each hotel has its own unique flavor and is exclusive according to the hotel's style and positioning. custom made.

Today's fragrance industry generally only involves public areas, airports, banks, shopping malls, hotels and other places. In the future, fragrance will enter guest rooms. There is only one lobby, but there are many guest rooms. After you check in, you can immediately choose a style room and a scent according to your preference. Just open the door and your room will exude the smell you like: fresh citrus. , lilacs or the delicate aroma of winter trees.

Fragrance services have penetrated into consumption places such as hotels, clubs, high-end residential centers, and retail industries, becoming high-end consumption with improved quality of life. The consumers are mainly middle- and high-income groups, and these people have a strong interest in fragrance. The requirements are still based on health. Some inferior fragrances that may cause headaches and other conditions will not have a market. Therefore, when choosing fragrance products, the brand is very important and the customer's health is very important.

The distinctive fragrance has become the hotel’s new logo. The "aroma" of restaurants is also a product. Chinese people's diet has always been about "complete color, aroma and flavor", so that the aroma of the dishes can be diffused, and "aroma marketing" has become an important means for many restaurants.

5. Research on the implementation and application of fragrance marketing

At present, some internationally renowned fragrance consulting companies can design and recommend customers based on their brand image or develop unique products that are consistent with their brand personality. fragrance.

In fact, determining an olfactory brand is a systematic and professional project, which requires a series of procedures including fragrance selection, introduction, dissemination, evaluation, and revision. The selected fragrance must be consistent with the brand's visual and auditory recognition system. Organic integration, and must accurately grasp the positioning characteristics and olfactory feelings of the customer's core customer group, and be able to leave a deep impression; the fragrance must first ensure that it does not cause allergic reactions in people, and also try to avoid disgusting those who are sensitive to fragrance, and at the same time, it must cooperate Professional marketing communication advice and market data collection and analysis.

The introduction and construction of olfactory brands is an important channel for effective brand communication, and it is also the general trend of brand communication. The design of a successful olfactory label is worth tens of millions of media investment expenses. The expenditure on olfactory brands should be included in the annual budget for brand promotion. - Create a brand experience that extends beyond traditional visual and auditory modes, placing customers in an environment that appeals to multiple senses and changes them on a physical, psychological and spiritual level. It's a real sensory experience and a very effective brand marketing tool.

Automatic fragrance systems are currently commonly used in hotels. They are fully automatic controls. The length, concentration and frequency of fragrance diffusion can be pre-set in a one-time program according to the use environment, and in a given time period Repeated atomization within the machine to achieve periodic intelligent setting. The main control equipment and atomizer are generally installed in the computer room, and then the natural plant essential oils are connected to the central air conditioning system through special aroma diffusion equipment. After the essential oils are atomized into negative ion fragrance, they follow the air duct airflow and diffuse to the area covered by the air conditioner. Thereby creating a fragrant atmosphere in the space and improving the quality of the space. Adopt intelligent program control system, easy to use. According to the use environment, length of diffusion time, and concentration requirements, the atomization is repeated within a set time period to achieve periodic intelligent operation. No manual inspection is required, no special maintenance is required, and professionals come to inspect regularly. The essential oil usage time is about 500 hours/bottle - 850 hours/bottle (500ML). It is recommended to run from 7 am to 11 pm, 16 hours a day. Daily consumption is related to the following factors: the parameters of the central air conditioner; the coverage area of ??the central air conditioner (cubic meters); the air flow situation of the aroma diffusion space; the requirements for the fragrance concentration in the space; the requirements for the fragrance operation time; the different fragrance types choose.

The hotel can also have a fragrance consulting company design different types of fragrances according to different themes and festivals to coordinate with the overall business promotion activities, so that guests can get a more unique consumption experience. For example: at Christmas, use the fragrance of Lavender (Lavender) eucalyptus and lavender to create a happy Christmas atmosphere; on Valentine's Day, use the romantic rose sea of ??Charming Rose (Rose) to create a charming and happy atmosphere.

The fragrance diffusion system must be able to meet the following requirements: be able to create different atmospheres according to requirements; be able to effectively purify the air and eliminate odors; effectively inhibit the production of bacteria and viruses in the air; release negative ions to effectively reduce bacteria in the air , pollutants and toxins; creating a healthy, pleasant and beneficial space.

6. Alternative partners for perfume marketing

1. ScentAir - the creator of the global olfactory brand

ScentAir The aroma delivery system is developed and produced by ScentAir Technologies, Inc., a globally recognized leader in aroma delivery solutions. In addition to patented aroma delivery equipment, the company has also successfully developed more than 1,600 scents. Ranked first in the world.

ScentAir Technologies, Inc.'s patented scent delivery system was originally developed by a former Lockheed Martin rocket scientist who later became an "Imagination Engineer" at Disney. Aromatherapy technology began to be developed and developed in Windermere, Florida in 1994, designing quality control aromatherapy systems for the automotive industry, simulated armament companies and theaters. In 2000, the company's product focus extended to the retail market and was successfully popularized and used. At the same time, the name ScentAir Technologies was also defined as synonymous with "scent technology", and thus, the fragrance marketing revolution began. Four years later, Connecticut venture capital firm Alerion became a partner and the company moved to Charlotte, North Carolina.

ScentAir has distribution partners in as many as 25 countries. All distribution partners are authorized companies, which means the potential of the fragrance marketing industry and guarantees the best professional sales and after-sales service.

Distribution partners have sales experience in the hotel industry and retail markets, and have sufficient capital and a good foundation in sales, distribution and after-sales service. These factors make them successful in selling and supporting ScentAir's products.

ScentAir has installed more than tens of thousands of fragrance delivery system devices in more than 50 countries around the world. ScentAir is considered a leader in the trend of delivering high-quality, trustworthy, safe and effective fragrances. ScentAir's products comply with all international safety certifications and are environmentally friendly. In order to reduce the use of natural resources, ScentAir's products and equipment are made of recyclable ingredients. In addition, all ScentAir fragrance products comply with the standards of the International Fragrance Management Association.

ScentAir's headquarters was established in Charlotte, North Carolina, USA in 2004. As a pioneer in global commercial fragrance delivery, its distribution network spans the globe with 21 offices supporting customers in more than 50 countries. At present, the company has made a big move into the Chinese market and has opened a branch in Guangzhou.

Xian Air’s partner hotels include Starwood Group, InterContinental Hotels, and Shangri-La Group, and specially designs corresponding signature perfume flavors for each independent brand, and has become the exclusive supplier of WESTIN SPA essential oils.

2. Aroma loire, France—the leader in fragrance diffusion systems

Aroma loire space fragrance diffusion equipment and a series of supporting fragrance products from France, its unique patented technology - —Cold air fragrance diffusion space fragrance system has been widely used in various star hotels and other high-end places to improve the environment and create atmosphere.

Aroma loire space fragrance diffusion system can provide a variety of fragrance diffusion equipment, and cooperate with the central air-conditioning system to bring you a continuous, stable and even fragrance, allowing your guests to be in a fresh and comfortable environment. , soft, charming, healthy and beautiful pleasant space, thereby generating an olfactory memory, implanting the hotel brand into the guest's lifestyle, promoting your company's olfactory marketing, and better interpreting the hotel's own brand.

The unique plant essential oil research and development capabilities ensure that Aroma Loire can not only meet the public's demand for aroma, but also meet the special needs of some different customers. Aroma Loire currently has branches or agents in 70 countries and regions around the world. Each essential oil is extracted from pure natural plants in the Loire Valley. It uses distillation, fragrance inhalation, soaking, pressing, dissolving and other processes to combine into 100 high-quality aromatic essential oils. Each essential oil has its own characteristics. characteristics and feelings.

High-quality equipment and essential oils are approved by IFRA International Fragrance and Fragrance Association and are widely used in hotels, shopping malls, fitness clubs, etc. Cold air diffusion technology is the only diffusion technology that can maintain the complete properties of essential oils. The ultra-fine mist-like molecules can perfectly combine with the air and diffuse faster in the air, maximizing the optimal natural quality of essential oils and making them more economical and effective to use.

3. D-noah Noah

Founded in Shenzhen in 2008, Noah fragrance expansion equipment is the earliest and leading professional fragrance marketing studio in China. It currently independently develops patented models. There are more than a dozen types of equipment and 10 R&D personnel with master's degrees or above. We adhere to the innovative design and production of internationally popular scent transmission equipment, and have signed contracts with many top French MANE perfumers to capture the latest fashionable fragrance styles in Europe and the United States, giving the company the most Popular fashion elements. Noah Fragrance D.noah is a supplier of independent research and development and production of corporate brand public space environment scent marketing system and brand scent design that is currently China's leading technology company. It creates professional, applicable, reliable and brand scent design for enterprises from all aspects and angles. Personalized overall environment fragrance service.

D.noah Noah fragrance is the raw material supplier of the number one luxury fragrance produced in France. It is also the fragrance endorsed by the French Pavilion at this World Expo. It is designed and launched by the French Man's Company in China for the Chinese market based on the unique senses of the Chinese people. Hobby, using international appearance transformation techniques to perfectly combine French romance and Chinese elegance, create a D.noah fragrance with Chinese characteristics, which interprets the elegance and romance of Farasi and follows the ancient nobility of China. culture. And authorized the Shenzhen R&D factory Noah Diffusing Equipment Company in mainland China to conduct research and development and modulation, perfectly integrating popular Western fragrances and the mysterious temperament of the East to create Chinese people's own fragrance. In the future, French luxury fragrance brands will include fragrance manufacturing with Chinese characteristics.

4. Scent-E Sentife

Scent-E (SCENT-E) is the original product of Jinan Jiayi Fragrance Co., Ltd. in order to speed up the company's construction, expand the company's scale and increase foreign trade. A new company established in South China and foreign markets, whose full name is Guangzhou Sentifi Trading Co., Ltd., is a manufacturer integrating production and foreign export trade. SCENT-E started early in my country, mainly engaged in environmental fragrance marketing business, actively cooperates with famous foreign counterparts, independently produces and owns thousands of flavors and fragrance oils, and has independent property rights of patented fragrance equipment, which can atomize fragrance and fragrance oils into Nano-sized particles do not require heating, do not change the properties of essential oils, and do not adhere. The technology has reached the international advanced level.

5. ScentHope - a one-stop brand fragrance marketing service provider

The full name of ScentHope is Guangzhou Xiangyuan Environmental Protection Technology Co., Ltd. It is the only company that provides brand fragrance marketing services. The company customizes exclusive fragrances for enterprises, promotes user consumption, increases turnover for enterprises, and establishes and enhances brand image. The company has a senior R&D and design team in electronic and electrical equipment development, high-precision atomization system structure development and world-class fragrance design. Over the past few years, the company has quietly developed and designed high-quality products for overseas customers, and strictly followed the NDA agreement to keep confidential the research, development, design and manufacturing.

In addition, Xiangyuan SCENTHOPE has an international team of 100 pure plant essential oil perfumers and consultants to customize and develop personalized essential oils for high-end brand customers, so that the high-end image and brand can be highlighted, not just visually and to the public. . The image and brand touch the deep inner feelings when you close your eyes and listen carefully, making them happy and exuding a unique and charming atmosphere.

The company has continuously introduced a large number of international fragrance atomization technologies over the years, and through a large number of data analysis and R&D tests with Shenzhen Manxiang Technology Co., Ltd., it has developed and manufactured imported fragrance atomization technology that combines special development The aroma atomization system of natural essential oils rapidly atomizes liquid essential oils into fully natural aromatic gases, which are dispersed in the space at an extremely fast speed, causing people to create olfactory associations and realize brand value. At the same time, we have obtained ISO9001 quality system, REACH, CEamp; ROHS and other authoritative certifications.