SMELL
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PROOF MAGAZINE
62
When we are confronted
with that particular scent, the
memory and the associated
emotion come flooding back to
us (hopefully a happy one, but it works for
sad memories as well – our brain isn’t partial).
If you aren’t convinced that your nose is
a winner, consider the smell of vanilla – one
of the favourite scents in the US. In a study,
which rated the attractiveness of various scents,
conducted by Alan Hirsch, M.D., of the Smell
and Taste Treatment and Research Foundation
in Chicago, vanilla scored high on the list of
preferred smells. Because of our fondness for
this fragrance, you can appreciate that vanilla
is a key ingredient in a wide range of items; air
fresheners, candles, beauty products, desserts
and perfumes. But, did you realise that vanilla is
also the scent of breast milk? Turns out, our love
of vanilla may be motivated by the unconscious
nostalgia of being nurtured by our mothers.
When a scent triggers a happy emotion or
memory, we are transported to a time in the
past when everything (according to our brain)
was perfect! Ever notice how school days are the
best days when you are no longer in school? That
is because our recollection of memories fades
out the gloomy details, and only highlights the
happy parts of the story. This means that finding
your happy place can be as easy as taking a deep
inhale through your nose! Our smellers, if given
the right stimuli, can transport us to ‘nirvana’
– and big (and small) businesses are using this
fact to enhance their customer experience!
Is there a particular store whose scent you
love so much that you often find yourself just
strolling through it? Chances are, that scent
has been specifically created for your shopping
pleasure. Various stores have jumped on the
“nostalgic scent train” by creating unique
scents for their brands. Companies, products
and even some services (like hotels and spas!)
have signature scents that stand out in their
customers’ minds with a single whiff.
When a scent triggers a
happy emotion or memory,
we are transported to a
time in the past when
everything (according to
our brain) was perfect!
But ‘ordinary scents’ are also making
shopping more enjoyable. The delicious aroma
of baking bread topped the charts as the
favourite scent in the UK and this yummy smell
actually increases sales! Research found that
supermarkets with bakeries sold more groceries
than those without. As it turns out, just the
scent of freshly baked bread boosted sales.
Consumers loved the smell so much, they
were staying in supermarkets longer, which
resulted in them buying more groceries!
From high-end hotels, like the Ritz
Carlton, to neighbourhood grocery stores,
businesses are tapping into the power of
smell. It seems that in the world of memories,
emotions and nostalgia, the nose has it!