"How does a brand create the ideal signature scent? It’s a lengthy and complex process, says Neohni Gilligan, the director of fragrance and product marketing at ScentAir, one of the world’s largest scent marketing companies. It begins with a 50-100 item questionnaire for the client, though only one or two of those questions relate specifically to scent. The rest are about decor, colours, lighting, sound and music, customer demographics, and the brand’s overall ethos.
Some pairings seem obvious: a furniture shop may want to play up the smell of leather while Cinnabon should smell like fresh cinnamon rolls are baking just a few feet away (at Cinnabon stores, ovens are placed near the doors of the store so that the smell escapes into the street; when the company trialled a location with ovens placed at the back, sales decreased significantly)."
Hi, I’m Yvette, I’m 62, married have 3 sons and 4 grandkids, I run my own web design and brand design company, I have clients all over the world. I love my home it is my hobby very much my home and garden.
I’m a proud mother of four, a Midwife by profession, and the creator behind the Instagram platform @JUSTOURHOME1, where I share my love for home styling, organisation, and the beauty of creating a welcoming space. My time is often split between caring for my family, helping moms through their motherhood journeys as a midwife, and curating a warm and inspiring home environment. I’m passionate about turning ordinary spaces into comforting havens filled with love and personality.
When it comes to creating memorable experiences, scent is one of the most powerful tools in a marketer's arsenal. The human olfactory system is a fascinating collision of biology and psychology, giving scents an unmatched ability to influence emotions, perceptions, and even behaviors. But does scent marketing—the strategic use of fragrances to enhance brand experience—actually work? Let’s explore the science and evidence behind this compelling approach to customer engagement.
