The Scent of Safety

How the pandemic has shifted consumers’ scent preferences

Before we can speak, walk, fully hear or see, we can smell. Scientists believe that smell is the first sense babies develop because it plays a critical role in mother – infant bonding, which is crucial for the infant’s survival. Smell is also the only sense that connects to the limbic system – a set of structures in our brain that manage memories and emotions.  That feeling you experience when you encounter a specific smell and are suddenly transported back to a particular time or experience is the limbic system in action. Our sense of smell is closely connected to our emotions and, as it cannot be turned off, it is constantly feeding signals to the brain.

The role of smell in business

Scenting has long been an integral part of marketing within retail spaces. Since the 1980’s, marketers have understood the powerful impact that scent can have on consumers within a space - whether it causes them to linger and increases the likelihood of purchase or entices them into paying higher prices.

The pandemic however created a dramatic shift in consumers’ scent preferences. The heightened awareness about hygiene in public spaces has meant that consumers are now hyper-aware of their surroundings and are constantly searching for physical affirmations to reassure themselves that they are safe. People now expect businesses to make their safety a priority. This requires a holistic and all-encompassing approach.

How can businesses meet new consumer expectations? 

While businesses worldwide have implemented measures to reassure customers that their premises are safe – from hand hygiene solutions, surface sanitisation and disinfection of premises – there is one measure that many businesses are overlooking or have not yet considered. Since roughly 75% of the emotions we experience daily are due to smell, marketers cannot discount the intricate link between the smells we encounter and how they make us feel.

Research by the Sense of Smell Institute further underscores this. A recent study showed that “visual recall of images sinks to about 50% after only three months. Yet, humans can recall smells with 65% accuracy after an entire year.” This highlights the lasting impression that the scent of your premises can have on your customers relative to what they see. Appropriate scenting can therefore immediately reassure consumers that a space is hygienic and safe, and increase their level of comfort in their surroundings.

A preference for fresh and clean smells

Firmenich, a leading fragrance house that crafts scents for Initial Premium Scenting, conducted extensive research in 11 countries to investigate how the pandemic affected the fragrances that individuals are buying and are most drawn to. They found that: ‘there is a true consumer shift towards fragrances that evoke feelings of safety, cleanliness, and serenity.’

These findings are in line with consumers’ natural need to feel protected in a post-pandemic world and implies that scents can be used to help produce an atmosphere of safety. Initial Premium Scenting offers a range of fresh-smelling fragrances that have been developed through rigorous science and research to meet current trends. The Premium Scenting system offers innovative, patented nebuliser technology to adequately cover a range of spaces. Our devices use cutting-edge AirQ™ micro-droplet nebuliser technology for even scent distribution. Based on benchmark testing, they disperse fragrance over 50% more effectively than comparative devices.

Our collection of fresh-smelling fragrances includes:

•             Fresh Clean – Clean and healthy feeling with a fresh air accord, sweet orange, white floral and eucalyptus notes

•             Fresh Cotton – Clean and comforting feeling with citrus, florals, almond and aldehydic notes

•             Cucumber Mint – Airy and friendly feeling with watery, mint and dewy floral notes

•             A Perfect Day – Refreshing and relaxing feeling with citrus, lavender and aldehydic notes

•             Mandarin Zest – Energising and uplifting with tangy citrus, fresh fruity and green watery notes

•             Mint Energy – Healthy and safe feeling with mint, pine, citrus and peppermint notes

Interested in learning more about how Premium Scenting can enhance your business? Get in touch with your Initial Hygiene representative today.