- Will Smith
- Milano Italy
Intern - Research, FutureBrand
Given how evocative olfactory memory can be, is it just a matter of time before brands use the power of smell to sell products?
I'm not referring to cosmetic products and the like, which naturally rely on their scent to sell the product. I'm referring to the potential for brands to develop their own scent.
To me, this would herald a new age for advertising. We all know that wonderful feeling when we smell something which triggers an emotion, or sparks a memory in our mind. Smell is certainly the most invasive of the senses, and yet seems to be the one, unexploited avenue in terms of marketing products to the masses.
Does anyone believe that brands will begin to use the power of smell to sell?