If you’re a Millennial and you think back to your shopping days at Abercrombie or Hollister, not only do you envision the vibe of the stores, but you can literally smell your shopping experience.
Studies have proven that our sense of smell is our best sensory trigger to our memory and emotions. In fact, our limbic system, a set of structures within the brain responsible for a variety of functions, is regarded by scientists as imperative to mood, memory, and emotion — and scents take a direct route to the limbic system through two major parts of the brain.
So, is the new standard for any storefront — gyms, spas, hotels, retailers, etc. — to create its own signature scent triggering a positive and familiar emotional response from consumers?
“Yes!” says, Caroline Fabrigas, CEO of Scent Marketing Inc., whose award-winning beauty and fragrance experience for brands including CHANEL, Estee Lauder, Lancome, Clarins, Hyatt, 1 Hotels, Baccarat and The WELL, provides her with a unique perspective on the world of branding and immersive scenting. “Scent is the invisible influencer!”
Caroline says aromacology – the science of scenting and the art of fragrance — is catching on in big, new ways — like at the spa. It’s no surprise that aromatic environments like a luxurious spa leaves an impact on those who visit them. And now, consumers are seeking to recreate that spa’s sensory experience at home.
Caroline shares how one of the first spas to implement this science, Deep Blue Med Spa, the medical spa extension overseen by Long Island Plastic Surgical Group worked with her to create a branded scent that consumers could also bring into their homes.
How Scent Elevates a Brand (Especially in the Beauty Space)
For brands, the concept of “scent” provides an incredible opportunity to not only inspire consumer loyalty, but also build and create one-of-a-kind products and experiences. The ideal signature scent acts like a brand’s logo, only rather than living on a business card, it’s wafting through the air.
For example, Deep Blue Med Spa’s signature scent, which is diffused throughout all of its New York-based locations, was designed with a composition of sea salt, bergamot, geranium, lavender, musk, woods, moss and more to encompass the brands’ unique ethos of luxury, professionalism, precision, intuitive service, and personalization. Ultimately, the aim was to create sensations of refreshment, calm, and serenity through an aroma that is inspiring, natural, and unisex.
How To Bring the Spa Home with You
If you are a client or patron of a brand with a signature scent, recreating your sense of calm can be as easy as stocking up on a candle or diffuser. For salons, hotels, like 1 Hotels, and spas such as Deep Blue Med Spa, turning a signature scent into a take home product, like its Signature Scent Candle, helps patrons to feel deeply connected with unique, positive memories.
“The goal of this initiative was to create a sensory experience for patients that illustrates the true essence of our brand,” says Leah Fretwell, Director of Deep Blue Med Spas. “While Deep Blue is a peaceful, luxurious environment, it is also a comprehensive medical spa that customizes clinically proven aesthetic services. We value professionalism, individuality, and elegance, and we needed a scent that could truly capture the nuances of who we are. It’s been received so well and has taken our brand to the next level.”
