Smell suc­cess

Onboard Hospitality - - How To... -

Kaelis re­cently cre­ated a spe­cial scent for Royal Air Maroc’s on­board face mist and hand cream, here mar­ket­ing di­rec­tor, Fer­nanda Veiga, ex­plains how scent sup­ports a brand


From the mo­ment we are born we have a keen sense of smell and one of the pe­cu­liar­i­ties of this ol­fac­tory sense is its close re­la­tion­ship with the ba­sic func­tions of the ner­vous sys­tem and be­hav­iour. Smells con­nect with the brain's amyg­dala – where our emo­tions wake up – and the hip­pocam­pus – which stores mem­o­ries – so we have a sur­pris­ing abil­ity to mem­o­rise odours, and they have a pow­er­ful ef­fect on us.


Brands that want to leave a mark on con­sumers can use scent as a very pow­er­ful re­source, any­where from sales of­fice to check-in, VIP lounges to amenity kits and cab­ins. They be­come an iden­ti­fier for the brand. We know 80% of ad­ver­tis­ing is visual, but 75% of ev­ery­day sen­sa­tions are in­flu­enced by smell. By fo­cus­ing on scent we can pro­voke sen­sa­tions that gen­er­ate a pos­i­tive ex­pe­ri­ence and drive im­pres­sions of a brand.


As busi­nesses seek to of­fer ex­pe­ri­en­tial prod­ucts and loy­alty, scent is key. As­so­ci­at­ing a scent with a brand helps us re­mem­ber it more clearly. It has more im­pact than any im­age or colour, it helps tell the story of the brand and helps en­sure the cus­tomer en­gages with the brand. It can cre­ate a clear point of dif­fer­ence, make a brand unique in a fully in­te­grated way, re­flect­ing the very soul of the brand.


Since smell is an es­sen­tial el­e­ment in re­la­tion­ship build­ing, brands should be us­ing them to en­cour­age con­sumers to fall sub­con­sciously in love with their brand. To de­velop a cor­po­rate aroma, a de­tailed ol­fac­tory mar­ket­ing study is made to iden­tify the brand’s im­age, colours and tar­get mar­ket so a se­lec­tion of ol­fac­tory notes can be cho­sen and com­bined to re­flect those core val­ues.


We work with ex­perts in the field to cre­ate per­fumes com­posed of the most rel­e­vant 'out­put' notes, 'heart' notes and 'back­ground' notes, and get an ex­clu­siv­ity con­tract so the essence pro­vided is ex­clu­sively ours and our cus­tomers’ property. Scent mar­ket­ing is not re­ally new, it has been big in re­tail for some time, now it is time to bring it on­board.

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