Why scent marketing works
Smell is the only sense wired directly to the brain’s limbic system, the region that governs emotion and memory. That’s why a well-chosen ambient fragrance stays with a visitor long after they leave a space, while colour and music fade from memory much faster.
Just like an interior design project, every space has its own functional and emotional identity, and the fragrance should be chosen to match it: energising in a gym, calming in a clinic, welcoming in a hotel lobby.
