Olfactory marketing: what it is, how it works in the brain, and why it increases sales by up to 40% according to scientific studies. Discover real success cases (Abercrombie, Singapore Airlines, Westin), ROI by sector, and how to implement an olfactory strategy in your business step by step.
Olfactory Marketing: What It Is and How It Increases Sales by up to 40%
Reading time: 8 minutes
Did you know that 75% of our daily emotions are influenced by smell?
Abercrombie & Fitch sells more clothes because it smells like Fierce. Westin hotels are recognizable by their White Tea scent. Starbucks designed its locations so that the smell of coffee reaches the street.
It is no coincidence. It is olfactory marketing.
In this article, you will discover exactly what olfactory marketing is, how it works in the brain, why it increases sales by up to 40%, and how you can implement it in your business (regardless of your sector).
What is Scent Marketing
Definition
Scent marketing (also called aromarketing or olfactory branding) is the technique of using scents strategically to:
- Create brand identity
- Influence purchasing behavior
- Create memorable memories
- Improve customer experience
- Increase dwell time
- Increase average ticket
It is not simply "putting an air freshener." It is strategic olfactory architecture.
Brief History
1960s: First studies on smell and memory
1980s: Disney begins using scents in attractions (popcorn smell on Main Street)
1990s: Singapore Airlines creates its signature scent "Stefan Floridian Waters"
2000s: Abercrombie & Fitch makes Fierce part of its brand strategy
2010s: Explosion of scent marketing. Major brands create dedicated departments
2020s: Democratization. Small businesses gain access to professional technology
The Science of Smell: Why It Works
The Brain-Olfaction Connection
The sense of smell is the only sense DIRECTLY connected to the limbic system (the brain's emotional center).
Olfactory Pathway:
- Aromatic molecules enter through the nose
- Olfactory receptors detect them
- Signal goes directly to amygdala (emotions) and hippocampus (memory)
- It does NOT pass through the thalamus (rational filter)
Result: Smells generate immediate emotional responses before you rationalize them.
Olfactory Memory: The Proust Effect
The writer Marcel Proust described how the smell of a madeleine instantly transported him to his childhood.
Scientific data:
- We remember 35% of what we smell
- We remember only 5% of what we see
- Olfactory memories last longer than visual or auditory ones
- A smell can evoke a memory from 20 years ago with absolute clarity
That's why when you smell an ex's perfume, you instantly return to that moment.
Impact on Buying Behavior
Scientific studies show:
Rockefeller University Study:
- We remember 1% of what we touch
- 2% of what we hear
- 5% of what we see
- 15% of what we taste
- 35% of what we smell
Journal of Retailing Study: Scented environments increase:
- Dwell time: +40%
- Purchase intention: +20%
- Product quality perception: +15%
Nike Study: Stores with scent sold 80% more than stores without scent (same product, same price).
Proven Benefits of Scent Marketing
1. Increase Dwell Time
Key fact: Customers in scented environments stay 40% longer.
Why it matters: More time in store = higher likelihood of purchase
Sectors that benefit the most:
- Retail and fashion
- Shopping centers
- Casinos
- Hotels (lobbies)
2. Increase Sales
Key fact: Scent marketing can increase sales between 15-40% depending on the sector.
Documented cases:
- Bakeries: +30% sales with freshly baked bread scent
- Dealerships: +25% sales with enhanced new car smell
- Clothing stores: +20% sales with signature scent
Mechanism: Pleasant scent → Positive mood → Greater openness to buy
3. Improves Quality Perception
Key fact: Products in scented environments are perceived as 12% more valuable.
Real example: Nike tested the same shoe in two rooms:
- Without scent: average rating 7/10
- With scent: average rating 8.5/10
Same shoe, different perception.
4. Creates Memorable Brand Identity
Key fact: 65% of people recognize a brand by its signature scent.
Brands with recognizable signature scent:
- Abercrombie & Fitch: Fierce
- Singapore Airlines: Stefan Floridian Waters
- Westin Hotels: White Tea
- Rolls-Royce: "Smell of Wealth" (specific to each car)
5. Generates Loyalty
Key fact: Guests who associate scent with hotel visit 44% more.
Psychological mechanism:
- Customer experiences positive experience + specific scent
- Brain associates scent with well-being
- On future visits, aroma triggers positive emotional memory
- Customer feels "coming home"
6. Reduces Perception of Waiting Time
Key fact: Pleasant aromas make waits feel 30% shorter.
Applications:
- Medical waiting rooms
- Queues in banks
- Restaurants (waiting for table)
- Customer service offices
Sectors That Most Benefit from Olfactory Marketing
Retail and Fashion
Objective: Increase dwell time and average ticket
Typical strategy: Signature aroma that associates brand with aspirational lifestyle
Examples:
- Zara: Own scent in all its stores globally
- Massimo Dutti: Fragrance more elegant than Zara (differentiation)
- Abercrombie: Fierce (the most extreme and successful case)
Recommended aromas: PERFUME #6 ABERCROMBIE FIERCE, PERFUME #3 MIYAKE, AMATISTA BULGARI
Hotels and Hospitality
Objective: Create memorable recall, loyalty
Typical strategy: Signature scent in lobby + functional scents by zones
Proven results:
- +18% "ambiance" ratings
- 44% more guest repeats
- 20% fewer complaints about odors
Recommended scents: AMETHYST (lobby), AQUA (rooms), GREEN TEA (spa)
Dealerships and Automotive
Goal: Associate vehicle with luxury and novelty
Typical strategy: Enhance "new car smell" + scents associated with luxury
Curious fact: BMW and Mercedes have departments that design the specific scent of their new cars.
Recommended scents: PERFUME #3 MIYAKE, PERFUME #2 ETERNITY
Real estate agencies
Goal: Sell/rent properties faster
Typical strategy: Cozy scent during visits (cookies, coffee, vanilla)
Results: Scented properties sell 20% faster
Recommended scents: CINNAMON, APPLE, AQUA (cleaning)
Casinos and Entertainment
Goal: Retain customers for the longest time
Typical strategy: Energizing but pleasant scents that do not tire
Fact: Las Vegas invests millions in scenting systems
Recommended aromas: ADRENALINE, PERFUME #6 FIERCE
Clinics and Medical Centers
Objective: Reduce patient anxiety
Typical strategy: Relaxing aromas in waiting rooms
Results: 40% reduction in pre-operative anxiety with lavender
Recommended aromas: GREEN TEA, EUCALYPTUS-LEMON, NEUTRALIZER
Table: Olfactory Marketing ROI by Sector
| Sector | Monthly Investment | Sales Increase | Estimated ROI |
|---|---|---|---|
| Clothing Store | 50€ | +20% | +400% |
| Hotel 50 rooms | 120€ | +15% reservations | +250% |
| Restaurant | €30 | +12% ticket | +300% |
| Gym | €40 | +10% retention | +180% |
| Office | €25 | +8% productivity | +220% |
| Real Estate | €15/visit | +20% sales | +500% |
Real Success Stories
Case 1: Abercrombie & Fitch - The Most Extreme Case
Strategy: Fierce sprayed every 30 minutes in all stores globally. Extreme intensity recognizable at 50 meters.
Results:
- Fierce became one of the best-selling men's perfumes
- Clients associate brand with the scent
- Sales increased 300% in the brand's golden decade
Lesson: Extremely potent aroma can be an integral part of the brand (although not suitable for all sectors).
Case 2: Singapore Airlines - Stefan Floridian Waters
Strategy: Exclusive aroma created in 1990. It is used in:
- Hot towels
- Flight attendant uniforms
- Airplane cabin
- VIP Lounges
Results:
- Passengers recognize Singapore Airlines by the scent
- Brand association = Asian luxury
- One of the highest rated airlines in the world
Lesson: Olfactory consistency across all touchpoints creates a strong identity.
Case 3: Hard Rock Cafe - Rock Aroma
Strategy: Specific "rock" aroma in all their locations globally.
Results:
- Customers mention "smells like a Hard Rock should smell"
- Part of the brand experience
- Differentiation vs other themed restaurants
Case 4: Westin Hotels - White Tea
Strategy: White Tea Aroma in Westin hotel lobbies globally since 2006.
Results:
- Guests ask to buy the home fragrance
- Westin sells candles with the scent
- Brand recognition by smell: 65%
Fun fact: Westin created its own product line with the scent due to demand.
Case 5: Dunkin' Donuts Korea - Aroma on Buses
Strategy: They installed coffee aroma diffusers on city buses that activated when their ad played on the radio.
Results:
- Visits to stores near stops: +350%
- Campaign won international awards
- Morning sales: +29%
Lesson: Olfactory marketing can be disruptive and viral when done creatively.
How to Implement Olfactory Marketing in Your Business
Step 1: Define Your Objective
What do you want to achieve?
- Increase sales
- Create brand identity
- Improve customer experience
- Reduce perceived waiting time
- Neutralize bad odors
Your objective determines the strategy.
Step 2: Know Your Customer
Key questions:
What is the age of your average customer?
- Young (18-30): Modern, sweet, energetic aromas
- Adults (30-50): Sophisticated, balanced aromas
- Seniors (+50): Classic, discreet aromas
What lifestyle do they have?
- Sporty: Fresh, citrus aromas
- Corporate: Elegant, serious aromas
- Bohemian: Natural, herbal aromas
Step 3: Choose Your Olfactory Strategy
Option A: Functional Aroma Objective: Solve problem (bad odors, stuffy environment) Aromas: NEUTRALIZER, AQUA, GREEN TEA
Option B: Ambient Aroma Objective: Create a pleasant atmosphere without standing out Aromas: AQUA, GREEN TEA, APPLE
Option C: Aroma Signature Objective: Memorable brand identity Aromas: PERFUME #6 FIERCE, AMATISTA, PERFUME #3 MIYAKE
Step 4: Try Before Committing
Do not choose aroma signature without trying.
Method:
- Select 3 candidates
- Use each one for 1 week in your business
- Gather feedback from customers and team
- Choose the one that generates the most positive comments
Common mistake: Choosing your personal favorite aroma. Choose the one that works for your customer.
Step 5: Implement Consistently
If you choose signature aroma:
- Always use it
- At ALL touchpoints
- Minimum 2 years to create association
Change every month = zero impact on olfactory memory
Step 6: Measure Results
Metrics to follow:
Retail:
- Average length of stay
- Average ticket
- Total sales
Hotels:
- Online "ambience" ratings
- Repeat rate
- Mentions of "smell" in reviews
Restaurants:
- Ratings "cleanliness"
- Complaints about odors
- Average length of stay
Compare 3 months before vs 3 months after.
Common Mistakes in Olfactory Marketing
Error 1: Scent Too Intense
More is not better. An overwhelming scent repels customers.
Rule: If the customer consciously notices it, it is too strong.
Solution: It should be subtle, almost subliminal.
Error 2: Incorrect Scent for the Sector
Sweet jasmine in a gym = mistake. Medicinal eucalyptus in a fashion store = mistake.
Solution: Study which scents your successful competitors use.
Error 3: Constantly Changing Scent
If you change every month, you will never create a brand-scent association.
Solution: At least 2 years with the same signature scent.
Error 4: Not Considering Sensitivities
Some customers are allergic or hypersensitive.
Solution: Offer an unscented option if possible (e.g., hotel rooms).
Error 5: Ignoring Ventilation
Scent without proper ventilation = saturation.
Solution: Scenting + ventilation = perfect balance.
Frequently Asked Questions
Does scent marketing really work or is it a placebo?
It works. There are dozens of peer-reviewed scientific studies that demonstrate measurable impact on sales, dwell time, and quality perception.
It is not magic, it is neuroscience.
How much does it cost to implement scent marketing?
From 25€/month for a small business up to thousands of euros/month for chains.
The good: It is one of the types of marketing with the best ROI (250-500%).
Do I need to hire a specialized company?
Not mandatory. You can start yourself with:
- Professional quality air fresheners
- Clear strategy
- Measurement of results
Specialized companies design exclusive scents (5,000-50,000€).
Does it work in e-commerce?
Not directly (obviously), but indirectly:
- Scented packaging
- Scent samples with orders
- Olfactory mentions in descriptions
Some online brands send candles with their signature scent.
Will customers complain about the scent?
If you choose the right scent and correct dosage, less than 5% will express dislike.
That 5% who complain are probably not your ideal customer.
Can I use cheap supermarket air fresheners?
Technically yes, but:
- Obvious chemical smell
- Very short duration
- Association with "cheap"
Counterproductive for professional scent marketing.
Conclusion: The Forgotten Sense of Marketing
Most companies invest thousands in visual marketing (logos, web design, posters).
Many invest in auditory marketing (jingles, background music).
But very few take advantage of the sense with the GREATEST emotional impact: smell.
Scent marketing is not the future. It is the present of brands that truly understand how the human brain works.
For less than 50€/month you can implement it in your business and measure results in 3 months.
The question is not if it works. The question is: why aren't you using it yet?
Start Your Olfactory Strategy Today
Step 1: Identify your goal (sales, brand, experience)
Step 2: Choose 2-3 candidate scents according to your sector
Step 3: Test each for 1 month
Step 4: Measure impact on key metrics
Step 5: Consistently implement the winner
