The smell is a key tool for marketers

The smell is a key tool for marketers

We don´t pay attention to TV ads or banners but we remember scents

When Martin Lindstrom decided to initiate a neuro-marketing research, he knew what he wanted to show. However, he didn´t know the effect of the research results in the advertising world. Lindstrom aspired to confirm that while most ads used to attend to only one sense, sight, people usually react more easily to other sensorial stimulus like smell.

Consumers are tired of being exposed to ads everywhere: while reading a newspaper, while watching TV or even on the bus stop. They would rather experience the brand instead of looking at it.

Which senses can help experience the brand? Obviously, not only sight. Smell, in this case, is a good tool to create brand identity, along with touch and hearing. The same way we remember our mother perfume or freshly cut grass scent, we can easily associate fragrances with brands. Brands just need to pour their values on a perfume bottle. 

Hence, the need to study further how people respond to different odours. Lindstrom assures on his book “Brand Sense” smell is present in 3 out of 4 quotidian emotions. Actually, our sense of smell connects the scents we perceive with our memories.

So, brands need to define their values, establish which elements can differentiate them from competitors and give publicity to those elements through the senses. For example: a nice TV advertisement along with a specific jingle; an exclusive touch on the product and, of course, an unforgettable smell. A scent can express brand values: freshness, sophistication, joy, etc.

We came to this world to feel. At Eurofragance, we keep capturing sensations to make customers and consumers feel pleasant emotions through fragrances.

We have a Sensorial Marketing Team which evaluates market trends and analyses consumers tastes. We explore senses and work with new types of perfumed textures that trigger surprising sensations.

Furthermore, Eurofragance has got four Creative Centres around the world. Thanks to our centres in Barcelona, Mexico, Dubai and Singapore we can now know, from a closer perspective, needs and expectations of different regions.

And then, when magic pervades our senses, we know we have captured all the sensations in a fragrance.

 

Delight your senses with aromatic fragrances

Delight your senses with aromatic fragrances

Eurofragance presents Eurofragance Bar, a selection of 15 scents inspired by cocktails and used in personal care products

We all know there are two senses really connected and they are smell and taste.  Smell helps us feel the flavour in food and drinks. Why not converting flavours into smells? Why not conveying exotic flavours to captivating fragrances?

Eurofragance Bar is the result of doing so: a selection of 15 fragrances inspired by cocktails and used in personal care products such as: jelly bath with watermelon martini fragrance, a gin tonic scented shaving gel or a sun protection cream with pina colada smell.

Our firm took part in the Expo Cosmética 2016 trade show at the World Trade Centre Mexico City on 3 and 4 August. We presented our Bar along with our local distributors, Kemcare and Mexfragance, and also launched a special fine fragrance collection that has been created by the perfumer Jorge Guerrero. This collection is inspired by the world’s most famous drinks as well, such as whisky, gin tonic, mezcal or cava.

“Creativity is intelligence having fun”, Albert Einstein would say. Straight to the point.

The perfume world is wide, diverse and mysterious where creativity is key to win consumers love. Innovating, creating and getting the wow factor are necessary to produce the most fascinating fragrances.

This time Eurofragance got really creative by producing amazing fragrances for personal care products. We created a caipirinha scent for shampoo, Baileys fragrance for therapy skin cream or beer aroma for a 3 in 1 product for men. As experts in Personal Care, we interpret trends, we launch new products, and we also research the tastes of consumers to bring new and exciting ideas to our customers.

Let your senses work together to feel every scent on your skin and on your hair. We design and produce fragrances for the wellness and for the happiness of consumers.

What is your favourite cocktail? Would you let us create a body care product that reminds you of your favourite drink?

Smells of the world

Smells of the world

Would you be able to match scents with countries?

Spain, Mexico, Turkey, United Arab Emirates or Singapore. What is their most known smell? What comes to your mind? Orange blossom, mint, incense, jasmine, coral?

We have already told you about the scientific connection between smell, memory and behaviour. However, there are other aspects we must consider when we talk about smell and they are culture and geographical factor.

In combination with vision and tactility, smell and the other apparently “non-spatial” senses provide considerable enrichment of our sense of space and the character of place”. (The Smell Reader, edited by Jim Drobnick).

This means we can easily associate determinate smell to places we have visited or places we have lived in. The scent of the rosemary outside our house, the fragrance of the roses in our neighbours’ garden or the smell of wet grass in the country side, for sure all of us have in mind a specific smell we can associate to a determinate place.

We thought that you would be curious about which are the most recognisable smells in the countries where Eurofragance operates so here you have:

  • Spain. Lavender in Barcelona, orange blossom in Seville or citruses in Valencia. These are some of the scents which are typical in Spanish culture.
  • Mexico. This country has got a wide diversity of flowers and typical foods that can definitely make people remember it like for example Jamaica flower, which is also used to make infusions.
  • Turkey. Widely known as the Spices bazar, Turkey is famous by the variety of spices that you can find everywhere in Turkish territory. Cinnamon, cayenne pepper or saffron are some of the common smells and flavours. And don´t forget about the beautiful roses and its delicate scent.
  • United Arab Emirates. Same as Turkey, the UAE are well-known for the variety of spices that can be tasted and smelled in its restaurants and shops. Musk, rose, jasmine or saffron form part of the large variety of scents and flavours which are used in perfumes and also meals. Impossible to forget the oudh! It is the cornerstone of Arab perfumery, an exotic wood derived from the tropical Agar tree and whose resin is deliciously scented.
  • Singapore. Durian. The main example of the importance of culture and geography to define taste for different scents. Durian is a polemical exotic fruit that has, let´s say, a difficult smell but a tasty flavour for those who recognize that love it.

What scents remind you of your country?

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