This is what emerges from a research conducted by Rockefeller University in New York and published in Science: people can remember 35% of what they smell, compared to 5% of what they see, 2% of what they hear and 1% of what they touch. On the other hand, a fragrance is clearly recognized by 65% of consumers after one year, while for photos it does not go beyond 50%.
For these reasons, according to the marketing professor of the University of Florida Jim Twitchell, “the nose” will be increasingly important within the market strategy of companies.
Scent marketing is part of the multi-sensory communication tool and is an extension of online and offline marketing. It allows brands to promote a coherent story and a quality experience, without being intrusive. Smell is a way to imprint a company’s brand in the customer’s memory. ” I sniff, so I buy”. A mantra that is conquering all product sectors.
But this is not only an emerging trend. The Chinese already used scents in 970 to sell their silks. Today we know that a scented environment increases the time spent in the store (lingering) and the average receipt (spending).
Text from “Il Sole 24 ore” May 2019.
Which is the olfactory logo of Paul & Shark’s stores?
Recently we were commissioned by Paul & Shark brand to create a new olfactory logo.
Paul & Shark identifies itself with a luxury sportswear label loved by those who appreciate Made in Italy and the high performance of the technical materials. It takes inspiration from the yachting world. The Paul & Shark collections are distributed worldwide through a network of over 250 flagships.
The custom ambient scent is diffused inside Paul & Shark’s stores, to differentiate the buying experience, making it unique, sophisticated and memorable.
The description of the olfactory logo
Paul & Shark olfactory logo is the simplicity of a spring morning captured in the cut trunk of a secular tree.
The opening of the ambient fragrance is strikingly natural and fresh with a mix of eucalyptus, rosemary and bergamot.
This is followed by a fluid, poetic melody (as if the nose has been plunged inside) of petitgrain, lavender, rose and rose wood. The scent remains woody with a crown of different notes of Guaiac wood, white musk, cedar wood and sandalwood.
