Scent marketing

The clever combination of chemistry and microsphere technology enables advertisers to take advantage of the incredible marketing power of scent. These innovations have also modernized paper-based recordkeeping and business transactions. 

Natural scents are exclusive products, used for the most highly-priced perfijmes. The largest market of perfumes - particularly in the poor developing countries - is based on synthetic materials. Natural scents are mostly derived from flower plants, evolved to be recognized by pollinating insects. The orchids (flower plants in the monocotyledonous family Orchidaceae, which make about 10% of all flower plants) are highly rated for scents, particularly the woody scent afforded by a sesquiterpenoid, caryophyll-5-en-2a-ol. 

But why are NP-rich plants more expensive than commodity or crops Simply because, in contrast to the easily substitutable staple foods, the plants that produce highly attractive NPs usually have a much more limited geographical distribution. Consequently, there is less competition in the market place and substitution remains very difficult in most cases (e.g., there is no satisfactory synthetic coffee, tea or chocolate). Some of the NPs used in scents and flavours have been substituted with synthetic chemicals but even then many consumers were prepared to pay a premium for plant-derived flavouring (e.g., natural vs. synthetic vanilla). 

Advertising inserts that utilize encapsulated perfumes and flavors contain a coaling of scent-tilled capsules which break und release scent when the insert is tom open are widely used as a marketing tool, primarily for new- perfumes. Children s crayons loaded with encapsulated scents are appearing on the market. The capsules break during the drawing process thereby releasing a scent characteristic of the drawn object. 

Every Saturday (except in a blizzard or when it s too cold to get out of bed), my family gets up, purposely forgets to shower, and walks the few blocks to our local farmers market. Usually it s buzzing with activity, earthy smells, bugs and bees, sunshine, and the friends and kids that make up our small community in Brooklyn. As we enter the market, the heavenly scent of freshly picked fruits and vegetables perfumes the air. A local jazz group sits on old wooden crates and plays bebop music for the kids to dance to. As we wait in line for the "meat man, we chat with friends and new neighbors about kids and recipes. 

Finally, there is the odor that lingers upon the skin after rinsing and drying. Depending upon the market for which the shower foam is intended and upon its advertising platform, a faint and rather neutral odor may be called for at this stage or a scent that is characteristic and distinctly noticeable. 

In the late 1940s cationic surfactants were widely used as finishing agents in commercial laundries. The multifarious benefits they delivered — improvement in feel, pleasant scent, and static control — attracted much interest for developing a new line of household products. The first cationic-based liquid rinse products for domestic use appeared in local markets in the U.S. in 1955, and were nationally launched in 1957 [4],... 

A search is made for ingredients that have the desired odour characteristics. For the Business Scents Ltd brief, market research indicates that exotic, tropical, fruity and watery floral muguet notes... 

In answering a customer brief such as that from Business Scents Ltd, a perfumer welcomes as much guidance as possible in how to win that brief successfully. The four disciplines mentioned above (sensory analysis, market research, statistics and psychology) together form a powerful analytical and predictive tool, different aspects of which can be used for guidance in perfume creation depending on the requirements of the brief. In the sections that follow in this chapter, a brief outline of the techniques currently used within each of these areas of expertise is given, as are examples of how they could be used to fulfil the Business Scents brief. 

While the brief from Business Scents Ltd for Eve allowed a deal of creative flexibility, there are certain key points which help focus our thoughts for a marketing platform. These are ... 

The brief issued by Business Scents Ltd for Eve gave plenty of scope for creative interpretation and input from Quest specialists to decipher it. Apart from presenting the fragrance itself, it is usual to present ideas for a marketing concept that the fragrance could take in the market. 

You can buy sweet peas as young plants from nurseries and farmers markets but, if you have time, you can grow your own from seed. Make sure that you choose one of the richly scented varieties—some sweet peas are bred for the shape and size of their flowers—and either sow the seeds under cover in a cold frame or greenhouse in late winter, or outdoors at the foot of the teepee poles in early- and mid-spring. 

Use In perfumes and for perfuming products for body hygiene, washing and cleaning products, for scenting rooms and for improving the odors of technical products. The world market for aroma chemicals and flavor compounds amounted to 9.7 billion US- in 1994. 

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