avoring a simple piece of madeleine cake in a cup of tea can evoke memories so intense and complex that novelist Marcel Proust thought to make it part of a book . Proust , besides being a famous novelist , was a pioneer in exploring the concept of “ involuntary memory ” and how an unconscious cognitive process occurs when encountering a cue arousing strong emotions , such as food or smell .

RIP Proust , you would ’ ve loved Bath & Body Works . And also scent marketing .

Scents can change mood and evoke reactions from excitement to tranquility . In fact , when smelling a fragrance , the perfume molecules activate impulses in the brain that , like a bouncing billiard ball , activate several sites ; in particular , the

limbic area , which is the brain ’ s pleasure center and the one in charge of long-term memory .

Scent marketing concerns developing a signature scent that is associated with a brand , helping to create a stronger bond with consumers , thus becoming part of the company ’ s brand identity . For hotel companies , using fragrances to distinguish their properties can be a powerful tool to enhance the guest experience and even open the door for other revenue-generating efforts .

ON THE NOSE The making of a successful signature scent starts with a deep analysis of the brand , its values , the target audience and the type of ambiance it wishes to create . Then , it requires significant technical knowledge

of perfumery trends and ingredients to bring it to life . “ We constantly keep up to date with the latest trends in perfumery and the most innovative raw materials ,” said Integra Fragrances ’ CEO and founder Lorenzo Cotti . “ We pay attention to the landscape to ensure that the olfactory creation maintains its relevance over the years .” Integra offers

Langham Hotels & Resorts ’ Ginger Flower fragrance was designed to reflect the company ’ s timeless luxury motif .

fragrance for Langham Hotels & Resorts was designed to reflect the company ’ s timeless luxury motif that stems from its longstanding history . In contrast , its approach toward Cordis ( Latin for “ of the heart ”) is very different . It engaged master perfumers Christophe Laudamiel and Christoph Hornetz to create a sparkling mint fragrance that

Johanna Monange , founder , Maison 21G

scent branding strategies and services for international fashion , luxury , design and hospitality companies , including Bulgari , Fendi and MaxMara , among others .

Langham Hospitality Group ’ s signature scents are aligned with its core values and represent the vision of their brands , which include the titular Langham Hotels & Resorts , Cordis Hotels , Ying ’ nFlo and Eaton . As an example , the Ginger Flower

promotes balance and provides a sensory escape from the hustle and bustle of daily life . “ The scent ’ s uplifting citrus notes , meanwhile , encourage mindfulness and positivity , reflecting the brand ’ s focus on physical and mental wellbeing ,” said Mina Vardar , VP of brands at Langham Hospitality Group .

Other factors , such as location and design , play a role in defining the olfactory direction of a hotel . Olivier

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