Saturday, July 4, 2009

Smell Brand

Originally uploaded by thyme2003
More and more stores are considering aroma as part of merchandising and or brand. For example, near Anthropologie in Portland, 1/2 a block away, the first thing I noticed was the aroma, notes of sweet almond and subtle notes of patchouli that were stronger in the store but still not overwhelming.

Smell can be a way to leave a lasting perhaps compelling impression, one you can use in your favor to send a message. There are obvious applications for wooing. Some possible ways to smell

Sweet - generally inoffensive
Expensive - complex, unusual, arousing curiousity, intriguing
Simple - either deceptively so or purposefully, one note at all times
Don Juan - Polo on men with certain skin types that have more oil

There are hundreds of descriptors and even more perfumes. What aroma fits your brand, budget, purpose and context?

For other blog entries on perfumes see:
My review of Luca Turin and Tania Sanchez's book Perfumes: The Guide
An introduction to The Perfume House in Portland

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