The Smelling Colours Contest

O prazo para entrar neste concurso é quarta-feira, 30 novembro de 2016: IIDEXCanada

Fonte: IIDEZXCanada

O treinamento pode melhorar a perda olfativa

Falamos sobre aromas, sobre percepção sensorial que faz parte  do nosso equilíbrio orgânico e emocional. Falamos sobre o avanço do uso de aromas no dia a dia através de produtos e ambientes. Por este motivo é interessante saber sobre esta pesquisa para ajudar pessoas com perda olfativa. Denominado " The Monell Anosmia Project", a meta é identificar as causas biológicas da perda de olfato para que um potencial tratamento possa ser desenvolvido.

Fonte: Monell Center

Why Smell Is the New Frontier in Building Design

No post "Construção Civil - O uso de aromas em prédios residenciais" falamos sobre esse novo aspecto nos projetos para prédios residenciais. No entanto a arquitetura olfativa parece ter entrado de vez neste nicho de mercado: construção civil. Em seu artigo Scent of a Building," Jonathan Foyle diz que o "cheiro é intrínseco à personalidade de um lugar."

Neste artigo de Rute Newman ela ressalta este novo elemento que já faz parte de muitos projetos na área de construção civil. O ser humano percebe através dos sentidos. Hoje existe um enorme ruído nas cidades, seja pelo excesso de informação, barulho, espaço. Pensar na qualidade de vida de quem vai morar ou trabalhar em um edifício agrega valor ao projeto, e amplia a gama de resultados positivos que este elemento traz ao conjunto da obra. Afinal, o cheiro desencadeia algumas das mais poderosas respostas emocionais, provocar algumas de nossas respostas mais viscerais, e desempenhar um papel central na criação de uma atmosfera específica dentro de um edifício. 

Fonte:https://sourceable.net

2º Congresso Mundial "Digital Olfaction Society 2014"

Leia em Eventos Livros e Artes todo o programa.

Aroma Essencial.

Mais uma novidade nas telas de cinema: Cheiro de dinossauro! Cinemas dos Emirados Árabes Unidos se preparam para mostrar filmes 4D.

 

Prepare-se para uma experiência cinematográfica que vai além da visão e do som. O cinema 4D que permite que você sinta a ação como isso acontece na tela não é uma novidade, mas de acordo com um
artigo no Gulf News  esta experiência está tomando proporções cada vez mais realista.

A mensagem subliminar via internet

Finalmente o aroma via internet parece que  chegou para ficar. O Google anuncia em sua página de capa o Google Nose , aplicativo que utiliza  novas tecnologias e outras já existentes para criar uma experiência olfativa. Como já havíamos comentado aqui no blog era uma questão de tempo para que esta onda sensorial invadisse todos os recursos tecnológicos cada vez mais avançados. Fazendo um adendo à noticia, mesmo que seja uma pegadinha de 1º de abril, esta não é nenhuma ideia surreal, já que alguns dispositivos já são realidade no mercado. Chamamos a atenção também para a mensagem subliminar que este recurso pode trazer embutido no seu direcionamento. O consumo precisa de novas maneiras, e algumas bem sutis, de continuar sua caminhada. Aqui dois aspectos importantes: a experiência olfativa é benéfica enquanto leitura de uma memória atemporal; e perigosa quando a associamos a sons, imagens e verbalização de situações que podem influenciar por osmose. É um grande avanço de qualquer forma, e já não mais possível fugir desta onda que há muito vem ganhando terreno e avançando por todos os nichos de mercado. Como todo bem consumível, cabe a cada um ter o senso crítico e avaliar , como em toda novidade, o que é bom, aprazível, mesclado sob um olhar para o bem comum e a qualidade de vida, para o bem estar pessoal, e curtir muito.

Aroma Essencial

Utilizando o poder olfativo no direcionamento de vendas no varejo

Conversamos com Jennifer Dublino, COO do Scent Marketing Institute, sobre suas ultimas palestras, e a importância da aromatização de ambientes para o varejo. Temos pontuado aqui sobre os critérios desta nova ferramenta que influencia não só os resultados de vendas, mas sua implicação na percepção sensorial do individuo que entra em contato direto com o produto aromatizador. É interessante perceber que o mercado nos seus vários nichos já adotou a ideia de força influenciadora que este novo recurso trouxe, e da sua aplicabilidade como gerador de resultado. Para os atentos de plantão são vários os eventos nesta área que estarão ocorrendo no próximo ano. É ficar atento às novidades, pesquisas e estudos de mercado, tanto na área de varejo quanto no campo da neurociência. Mantivemos o texto em inglês, fora a tradução, para resguardarmos a fidelidade do original .

Marca sensorial:a vez da BMW

Depois do sucesso da Mercedez Bens, a BMW em parceria com a empresa de cosméticos naturais, austríaca, Susanne Kaufmann lançou no mercado Purif-i, produto para as mãos com ação bactericida e hidratante. “As empresas, de marcas distintas, estão comprometidas com a visão de futuro sustentável, onde a responsabilidade ambiental e luxo podem coexistir”, disse Uwe Dreher, Departamento de Marketing e Brand da BMW. A colaboração exclusiva entre um fabricante de cosméticos naturais e as BMW é um exemplo de como a natureza e a tecnologia podem trabalhar juntos com resultados.

Brands target sense of smell

By Reena Amos Deyes, Emirates Business 24/7


Smell is one of the most powerful senses. Memories, imagination, old sentiments and associations are more readily reached through the sense of smell than through any other channel.

In humans there are four genes for vision, whereas there are 1,000 allocated to scent, which means we have the ability to differentiate more than 10,000 odours.

According to the Sense of Smell Institute, 75 percent of all emotions we generate are due to what we smell. Businesses are well aware of this and for years they have used the power of scent as an important marketing tool.

Although scent branding is still a relatively new approach throughout the world, experiential branding is a rapidly growing trend and more and more companies are realising the power of scent to build these experiences. In 2003, about $30 million (Dh110m) was spent on aroma marketing around the world, by 2010 that figure is set to reach $220 million.

Explaining the importance of aromas, Olivier Auroy, general manager in the Dubai office of Landor Aoociates, told Emirates Business: "To understand the importance of aromas, think of the kind of feelings and emotions you have when you smell something good.

"In some shopping malls in Europe, they diffuse an artificial fragrance of cooked bread near the food court as it usually stimulates the visitors' appetite and takes them to the restaurants.

"Research has shown, for example, that the smell of a roasted chicken was the most universal appetising smell in the world."

Now brands are set on a new quest to enhance their image through the use of aromas. This new formula is called aroma branding or olfactory branding.

Hermann Behrens, CEO of The Brand Union, Middle East, said: "The branding trend is moving towards experience and every day it is becoming more and more difficult to reach out to audiences through different touch points. Eighty-three percent of the commercial communication we're exposed to every day is crafted to appeal to just our eyes.

"However, aromas, if used wisely, help build those experiences as they create memories and emotions.

"Aroma branding helps build memorable emotional connections and recognition of a brand through scent. Moreover, it facilitates the perception of higher-quality products, enhances the environment, and boosts your brand identity."

The most well-known examples of successful aroma branding are from Johnson & Johnson (J&J) and Crayola. Their brands have now become the owners of generic smells.

For example, Johnson & Johnson has become the baby smell. With the success of its baby lotions and powders, J&J is instantly recognisable and evokes the association of how sweet and clean babies smell.

The smell of Crayola crayons is also instantly recognisable and can take most of us on a nostalgic trip back to childhood. Crayola's smell is ranked 18 among the 20 most recognisable smells in the United States.

Some aromas have such strong association with the brand, that companies, such as KFC, now regard their signature aroma as one of their key brand ambassadors.

Auroy elaborated: "Scent branding is the creation of a scent that delivers on the strategy for a brand.

"It is important as it offers a unique opportunity to connect with the consumers in the best possible ways.

"Using scent as a brand identifier has been slower to catch on outside the fashion industry [where certain retailers, such as Victoria's Secret, have long used fragrance as part of the sensory environment in their stores]. But as it becomes ever more difficult to gain consumers' attention in an increasingly cluttered environment, more and more companies are looking to fragrance to help distinguish their brands from the competition. This is because smell has an impact on the consumers' perception.

"When we work with big corporations, we always take into account fragrances when defining the customer journey. It is often underestimated. But if you think of it, the lobby's environment, what it smells when you come in for the first time, will directly impact your perception of the place and give you a first impression about the company. If the company's lobby of smells coffee, it sends a certain message to visitors. If the company's lobby has a nice smell of flowers, the message will be completely different."

© 2008 Arab Media Group. All rights reserved.

This article was first published in Emirates Business 24/7 (20 June 2008).

Making scents of multisensory marketing

Leading European shoe emporium Humanic ducts carefully selected scents through different areas on their shop floor: men make their selection while inhaling the sophisticated aroma of a gentlemen’s club; women breathe in a luxurious and heady floral note; a tropical bouquet enlivens the sports wear section, and in the children’s section, a calming, fruity fragrance prevails.

Sceptics shouldn’t turn their nose up at the suggestion that specific aromas do inspire the urge to splurge in your customers. More and more research reveals a tangible link between a fragrance’s bottom notes and the bottom line.

A study of Café & Co, a European coffee shop, showed the staying power that scent installations had on the customer, encouraging him or her to linger longer and spend more time – and money.

South African marketers are quick to sniff out new trends internationally and climb on the band wagon prematurely, but local marketers are cautioned against merely trying it out as a novel add-on without fully understanding it or creating real value in the lives of your customer.


Leia na integra: http://www.thebrandunion.com/News/Detail/142/MakingScentsOfMultisensoryMarketing

Gary Bryant
Executive Director Consulting Services, The Brand Union, Johannesburg
13 maio 2008

Aroma Marketing

Getting beyond the coffee, bread and chocolate paradigms.


Veja a matéria completa: http://www.hartman-group.com/hartbeat/aroma-marketing
Fonte:http://www.hartman-group.com

Aroma Essencial: Does Your Marketing Smell?

Estamos fazendo um trabalho de coleta de informação que tem refletido e gerado resultados. Agradecemos a todos que nos incentivam.

Veja a matéria na integra:
http://coffeegrinder.123log.de/2009/06/18/aroma-essencial-does-your-marketing-smell/

Brazil embraces scent branding

Brand Channel has posted an interesting piece about Brazil’s use of scent branding, otherwise known as “olfactive” branding. Apparently numerous Brazilian businesses, including spas, gyms, medical facilities, hotels, pharmacies, banks, restaurants and supermarkets, as well as product brands are using “olfactive logos,” or signature scents for brand recall. Olfactive logos are being used in advertising campaigns, including scent-producing ads in movie theatres. According to the article, Brazil is a natural candidate for the use of scent branding because of its culture of human sensuality.


Branding by the Nose in Brazil
by Ana Paula Palombo Terzi

Besides sight and hearing, taste and touch can add extra, valuable dimensions to the brand experience. Despite the obvious and strong influence these four aforementioned senses inherently possess, they—either individually or together—may not fully capitalize on the opportunities presented by a variety of businesses and branding challenges. Branding experts, in these cases, have learned to tap into the powerful emotions triggered by the sense of smell.

A picture may be worth a thousand words, but the faintest scent can evoke numerous, even conflicting, memories and emotions. No other sense can revive experiences and recollections so vividly as the sense of smell. Words, objects, pictures, scenes, images and songs are not as powerful and dynamic when it comes to recalling cues—even ones buried deep in the human mind—as scents and smells.

“When a scent triggers recall, you are caught in a wave of emotion and evocation like no other,” says Rachel Herz, an expert on the psychology of smell and author of the book The Scent of Desire.

Smell is a 24-hour, seven-days-a-week sense. It is turned on all of the time, both when people are awake and sleeping. But does this olfactory fact present actual, viable and achievable branding opportunities and new areas for the branding industry to explore and benefit from? Absolutely.

According to the Sense of Smell Institute in New York, the average human being is able to recognize approximately 10,000 different odors. People can recall smells with 65 percent accuracy after a year, while the visual recall of photos decreases to about 50 percent after only three months.

Scent branding, of course, isn’t a new revolution in the branding industry, but it is an important and growing marketing segment, particularly in Brazil—a nation and culture known for its sensuality. Scent branding highlights smell as an emotional cue that induces positive behavior, accentuates brand attributes and generates recall—that subconscious action sought by every ambitious brand strategy.

“Big global brands set the trend which spurred scent marketing in Brazil. Brazilian brands, big and small, are now creating their olfactive logo, a scent signature which helps generate brand recall,” explains Elaine De Oliveira, olfactive marketing consultant for Biomist, one of the pioneers of scent marketing in São Paulo, Brazil.

Marcelo Ginzberg from Air Berger, a French consulting firm that established an office in Brazil in June 2008, says, “A wide variety of businesses have been adopting olfactive logos—hotels, spas, medical facilities, pharmacies, gyms, restaurants, banks and supermarkets have capitalized on scent marketing to attract consumers.”

“Our culture is highly sensorial in many aspects,” says Janice Zanatta, olfactive marketing consultant for Good Smell Consultoria in Curitiba, Brazil. “Its colors, rhythms, textures and forms require a great spectrum of scents to express and communicate all this diversity.” Zanatta believes the growing interest in scent marketing in Brazil is a direct reflection of the country’s diverse and complex culture. She cites as an example Les Lis Blanc, a Brazilian fashion brand, with credit for linking its olfactive logo to its consumers’ positive experiences with the brand.

Brazilian baked goods brand Bauducco also strategized with olfactive marketing to appeal to a younger demographic in Brazil. A chocolate fragrance was diffused into movie theaters at the same time they ran a preview commercial for its signature product, the panettone. The campaign was a success.

Part evidence, part theory and part science, scent marketing demonstrates that the category can be an important component for brand communication and can positively and dramatically impact sales, even though it is still hard to measure a direct correlation with return on investment.

Experts in olfactive marketing agree that the right scent in congruence with a solid marketing mix helps define a brand’s personality, adds clarity, differentiation and value, and has the power to raise awareness and brand recall. Congruency would be, for instance, linking low-arousal lavender scents with relaxing tunes or high-arousal grapefruit scents with energizing tunes, depending on the brand context. It is an artistic pairing of experiences that requires an almost chef-like expertise as well as branding and marketing acumen.

Citroen adds a sense of smell to the new C4 - 2ª

In total there are nine different fragrances available for the new Citroen C4, split into three groups: Vitality: mint and musk; jasmine and mimosa; citrus and passion. Travel: vanilla; cinnamon and ginger; amber and sandalwood. Well-being: lotus flower; soft lavender; ylang and bamboo.

But it was not just Citroen that had to develop new systems and processes for its entry into the perfume and fragrance market. Its dealers are also being trained!

Each new Citroen C4 is delivered with a kit of three refills, one from each group, which is enough to last for around six months of normal use. At the six-month anniversary of the purchase of the Citroen C4, owners will be invited via a letter scented with a fragrance, Cinnamon and Ginger, not issued with the C4, to return to their Citroen dealer for refills.

Here they will find a special display counter holding 108 scent cartridges, brochures and scratch and sniff tabs that will allow C4 owners to take samples home before buying refills.

"Citroen's decision to launch the perfume diffuser with the C4 was a strategic decision that we knew would provide customer benefits and being customers to our dealerships," says Oliver Lehmann. "Now that the C4 is on sale it is clear that this innovative programme is, indeed, introducing new customers to Citroen as well as bringing them to our dealers' parts departments. The programme clearly has the sweet smell of success!"

The new Citroen C4 is an advanced automobile in many ways other than the olfactory system, and will introduce several major innovations in addition to its advanced aerodynamics. Both the Coupé and Hatchback have outstanding aerodynamics, with a drag coefficient of just 0.28 that will help keep fuel consumption and emissions right down.

Among the numerous innovations that the new C4 will bring to the class is a multi-functional fixed centred controls steering wheel, which offers easy access to the centrally-mounted controls. In addition, its unique design will enhance safety by allowing the housing of a specially designed airbag that offers greater protection to the driver.

The new Citroen C4 will also boast other advanced safety features, such as an involuntary lane-departure warning system, designed to help prevent drivers from losing concentration or falling asleep at the wheel, as well as moving, dual-function directional Xenon headlamps, which provide improved lighting when cornering.

Other equipment normally reserved for more expensive cars includes a speed limiter and tyre pressure warning system. On top of this, the new C4 is also set to be the only car in the class to offer laminated glass side windows, which will not only provide maximum protection against break-ins, but also enhance the acoustic comfort inside the cabin.

Drivers will further benefit from the unique, translucent instrument cluster that is able to adjust to ambient light, giving a clear read-out no matter what the light conditions.

Powering the new C4 will be a wide range of the Company's very latest petrol and HDi common rail diesel engines, most of which will meet Euro IV emission standards, offering a broad range of performance - from 90hp to 180hp for petrol and 92hp to 138hp for diesel.

Citroen adds a sense of smell to the new C4 - 1ª Parte

By Mike Hanlon

Its called Olfactory Marketing and started back in the 1980s when British supermarkets discovered that if they had a bakery in a supermarket, the smell of fresh baking bread helped them sell not just more bread, but more of everything else too. French car maker, Citroen, is now set to follow the bakers with the launch of the Citroen C4, offering as standard a scent-diffuser in the ventilation system and a range of nine different scents. The success of Olfactory Marketing and Citroen's decision to make it a feature of the C4 is based on the fact that smells can have a significant effect on mood and sense of well being and their effect is usually very subtle. As well as providing a very pleasant environment for users of the C4, the perfumes also have ability to inspire an environment that is conducive to safe driving.

Until Citroen's innovation, the smells normally associated with cars were limited to that elusive 'new car smell', the aroma of leather and the blend of smells associated with a well used second hand car!

"The sense of smell has, at best, been ignored and more frequently negated by car makers," says Oliver Lehmann, the marketing project leader for the C4 Perfume diffuser programme. "The usual idea is to prevent any odours coming through the interior and yet sales of car air fresheners are booming. We were determined to address this paradox in the Citroen C4 and to do it with superior quality and a price that made it a creditable alternative to conventional after-market air-fresheners."

Citroen test marketed the idea of perfume diffuser kit with a special edition Citroen C3 in 2003, the C3 Buddha Bar, which offered five difference fragrances based on the theme of Feng Shui. Not only did the demand for this special edition exceed all expectations, it was clear that the main attraction of the C3 Buddha Bar was its perfume pack, which became an aftermarket accessory for the Citroen range.

"It was immediately clear that the perfume diffuser was a product that was out of the ordinary, with strong innovative potential," explains Oliver Lehmann. "Working on a ten month time frame, we had to go where Citroen had never been before, to developed a perfume diffuser and establish our credibility in the design and development of automotive perfumes."

While Citroen designed and developed the distribution process for the perfume, it called in experts to design the smells themselves.

"A product of this type is always complex," says Gregory Magert, Managing Director of Parfum d'image, the company tasked with find the right smells for the Citroen C4. "The composition of each perfume uses between 20 and 50 raw materials and its production requires input from dozens of suppliers around the world."

Citroen contacted Parfum d'image in late 2002, having already designed the diffuser system. Their job was to come back with fragrances that reflected the image of Citroen, which would appeal to customers and which would provide a beneficial driving environment.

"We developed nine fragrances that are in our terms very high specification, but which are also easily and quickly accessible in the driving environment of the Citroen C4," says Mr Magert. "These fragrances represent pleasure and well being. With the fragrances developed, we then worked with Citroen on the practical aspect of ensuring even and quick diffusion within the C4. Finally we worked on the packaging of not just the fragrances that are delivered with the new car, but also the refills available from Citroen dealers."

The olfactory marketing

Marketing is a bizarre science which consists in the study of the process and the motivations that make human beings do something that no other living creature does: buy things, the end aim of all economic activity. In the seventies, Christian Derbaix was the first to counter the long accepted theory of how products were bought: first the client became aware of the product, then convinced about it, and finally decided to buy it. Derbaix argued that the overriding factor in the acquisition of a product was emotion.

This school of thought was developed further in the eighties by Holbrook and Hirshman, who reached the conclusion that the determining factors in the making of choices by individuals are based on our emotional and sentimental states.

Indeed, in recent years, the face of advertising has changed dramatically. Emotional stimuli, both visual and audio now dominate the highest levels of advertising. Television advertisements are more and more like films, to the extent that film directors are hired to make them

Films are the means of visual communication most charged with emotion because they look closest to reality even if they are pure illusion. A film is perceived by two of our senses: sight and hearing. Statistics show that a film of holiday destination shown in a travel agent's will increase sales of tickets for that particular holiday. A photograph of the same destination wouldn't have the same effect.

Music, on the other hand is the most emotive form of aural communication, and in recent years we have seen the development of the use of hit songs of well-known artists for the advertising of consumer products with obviously high costs for the advertiser. These songs have already been listened to and appreciated by the public before companies interested in using them for advertising purposes buy the rights to them. The songs therefore represent in everybody's sub-conscious a moment in their life full of feelings and memories which will come to the surface when they hear it again.

Perfume: For a long time, people who work in both the marketing and the production of perfumes have researched how to use the unique power that fragrances have of bringing out emotions in people by acting on the centre that governs them, the limbic system. This research is then to be used in order to influence the purchasing habits of consumers.

Indeed, the sense of smell is the first and most primordial sense of all living organisms, their last hope of telling bad from good. A red apple may look beautiful on the outside, but if, when it reaches the nose before being bitten, it proves to be off, it will be thrown away. Also, a blind rat is able to find food using its sense of smell. However, if it looses it, it will surely die of starvation being unable to identify food solely by eye sight.

In the human mind, a pleasant smell is associated with all things good, be they physical, mental or moral. In Arabic, the word 'Tayyib' is used to mean both good and pleasant smelling. "How are you?" "Tayyib Al hamdullilah" Fine, thanks be to God, praise be to God to whom all things good belong (tayyibat perfumed).These are common phrases in the Arab world.

Despite the great difficulties encountered in the carrying out experiments on people using smells (due to the very nature of the sense of smell and the problems of making experiments repeatable and reliable), many people remain interested in the possible applications of the psychology of smells in the field of marketing.

The capital trademark and the fragrance logo

The trademark of a company, symbolised by its logo, is a concentration of information that allows the product to be identified among other similar products often of similar quality. A trademark is a capital for a company because it eases communication between the company and the consumer. It gives the consumer faith in his choice, social status and personal satisfaction when using the product. The existence of a trademark allows the company to optimise its marketing budget, increase profit margins, put pressure on the distribution network, and gives it an advantage over it's competitors. The creation of a 'capital trademark' takes time and calls for serious investment but is more than justified by the advantages that it generates. A logo is the physical aspect of a brand name and expresses the values of the company and its image.

The Fragrance Logo

Smell has an important role to play in the evaluation of brand. First of all, it is something new and therefore helps the brand to stand out from the crowd, giving it something that the others haven't got. In the past some companies created their own smell logo without even realizing it. The study of these cases bring to light important data with regard to the effectiveness of fragrance marketing. In fact, subjects studied during the research associated the smell of vanilla with the trademark "Borotalco", not simply baby's talcum powder. French subjects associated the smell of cedar wood with the brand name "Crayola", manufacturers of pencils. These examples help to show how a smell common to a number of similar products automatically becomes the fragrance logo of the largest-selling brand in the public's mind.

Our memory for smells works in such a way that our first memories of smells that go back to our childhood are the most powerful in their ability to recreate pleasant feelings as well as being the easiest to trigger off. Our memory for smells never disappears and the ease with which we associate smells to certain situations depends on the importance of the situation in which the smell was perceived during the learning process.

These observations are the basis for some of the rules of fragrance marketing.

The use of a fragrance logo

A smell logo can be employed using materials (paper/card, cloth, leather) or diffused in the desired environment.

In this instance, the logo has the advantage of being able to occupy the entire area in which it is diffused. Something traditional forms of advertising cannot do. Diffusing the scent during events in which the company is involved, trade fairs for example, or events sponsored by the company such as sports meetings or concerts (events charged with emotion), it is possible to create a favourable impression of the product on the spectators and at the same time to associate the smell in their memory with the emotion of the event. This emotional memory will then be triggered of when they come into contact with the product or go into shops selling it.

Because people generally go to see the kinds of films that they like, the same idea can be applied indiscriminately in cinemas. In this case, the fragrance logo needs to be diffused in such a way as to be barely perceptible to avoid being a nuisance, without damaging its magnificent effect. In deed, diffusing a fragrance logo needs to follow the same rules as fragrance scenery.

The creation of a fragrance logo

A fragrance logo needs to be created bearing in mind the target group at which it is aimed. For example, the smell of Borotalco needs to be appealing to mothers of young babies. The sweet smell of vanillin reminds us of home-baked cakes made on Sunday, puddings made for children and it symbolises the gentleness a mother shows towards her child.

The narrower the range of people that make up a target group for a given product, the easier it is to create a fragrance logo for them.

The big concerns that are in possession of a trademark have very diversified interests and their customers come from all walks of life and socio-economic backgrounds. This makes the choice of a fragrance logo somewhat delicate.

Not only must the smell chosen symbolise the values of the company, it must also be practically universally appealing. In order to obtain such a result, it is necessary to establish a protocol which limits the possibility of making mistakes and allows the chosen smell to be tested repeatedly before making it the company's fragrance logo.

The creation of a fragrance logo is not that difficult for a perfume maker. It is rather like the job of a composer who has to write the music for a film. A mere knowledge of smell psychology or aroma therapy is not sufficient; this is a job for an artist and two non-scientific factors come into play: intuition and inspiration.

Fonte: Le marketing olfactif. Ed. LPM Les presses du management, Paris
http://www.profumo.it