Archive for March, 2008
Scented ads win award
The technology of Odorama-style scratch-n-sniff has definitely grown by leaps and bounds. New Hampshire-based printing company Concord Litho recently won an award for advertising printed with “scented varnish.” The award-winning magazine insert, which appeared in TV Guide, was a companion card for a special “Laugh ‘n Sniff” episode of NBC comedy show “My Name is Earl.” The card featured fragrances that were released when rubbed, including scents of clean laundry, Oreo, cinnamon buns, buttered popcorn, “new car smell,” and stinky men’s cologne. The scents were delivered using “scented varnish,” non-toxic inks that contained scented oils produced by Scentisphere. According to Concord Litho, the scented varnish is superior to previous incarnations of scratch-n-sniff because it remains dormant until it’s intentionally activated by rubbing it, and can be reactivated over and over. The award, in the category of heat-set web printing, was given by the International Association of Printing House Craftsmen (IAPHC), an international trade association for the printing and graphic arts industry.
Incidentally, folks interested in learning more about printing with scented varnish should check out Concord Litho’s web site for their “Printing with Scented Varnish Idea Kit,” as well as their Scented Varnish Gallery.
Further details:
Add comment March 31, 2008
New scent marketing books to be published this summer
Scent marketing is heating up, folks. I just received word that two new books are due for release at this summer’s SCENTworld.
Pictured at the left is What the Nose Knows: The Science of Scent in Everyday Life, by Avery Gilbert, chief scientist from the Scent Marketing Institute. Mandy Aftel says it’s “an insider view of the science and culture of smell,” and “an erudite, witty and opinionated guide.” It can already be pre-ordered from Amazon, and is due for release June 24, 2008.
And then there’s Whiff, which will focus on scent in marketing and design. From the book’s web site: “In addition to reporting the merits and scope of this global business phenomenon, Whiff offers readers diverse practical how-to strategies that industry leaders and entrepreneurs can put to good use in their own businesses.” It’s subtitled The Revolution of Scent Communication in the Information Age, and authored by C. Russell Brumfield and James Goldney. Brumfield is co-founder of a consulting company called “Whiff Solutions,” and is a member of the Scent Marketing Institute’s advisory board. He was on the Scent Marketing panel at GlobalShop 2008 earlier this month.
Add comment March 31, 2008
Diffusers are fastest growing form of air freshener
Air freshener diffusers are growing at the expense of scented candles and other forms of air fresheners, says a report from Packaged Facts. The report, entitled “The U.S. Market for Home Fragrance Products,” says that overall home fragrance sales totaled around $5.1 billion in 2007, and are predicted to reach $6 billion by 2012. Home air fresheners accounted for 45% of home fragrance sales in 2007, up from 36% in 2003. According to the report, the home air freshener market is equal in size to that of household cleaning products.
More at PR Newswire
Add comment March 31, 2008
Scent increases investment returns, panel says
Women’s Wear Daily reported on the scent marketing panel at GlobalShop 2008, the branding conference and trade show that took place in Chicago earlier this month. The panel included Russel Brumfield, chairman and CEO of marketing company Whiff Solutions, Christine Belich of Sony, who is using a proprietary scent in 41 of its Sony Style stores, and Richard Weening, president and CEO of ambient scenting provider Prolitec.
Weening discussed research of scent’s impact on retail investment returns. One study he cited showed that customers interviewed after visiting unscented stores overestimated the length of their stays by at least 20 percent, whereas those interviewed after visiting scent-enhanced stores consistently underestimated their stays. Fascinating! Weening referred to this as scent’s “time compression” impact. According to panelist Brumfield, research shows that scent keeps customers in stores up to 40% longer.
My favorite quote from the panel comes from Brumfield, who makes the point that all environments have a smell, it’s a matter of whether you control it or not. Touché, Mr. Brumfield. Who could argue with that?
Read more at Women’s Wear Daily
1 comment March 30, 2008
ScentWorld Expo hits NYC this summer
It’s about time. The non-wearable scenting industry finally got its very own conference. Sponsored by New York’s Scent Marketing Institute, SCENTworld Conference & Expo is the first-ever conference focused solely on the use of scent in marketing, branding, and ambiance. The conference has four seminar tracks: one for ad execs and creative directors, one for scent developers, one for commercial real estate pros, and one for scent marketing professionals. There’s also a full-day program called “Scent Marketing University,” industry-related exhibits, and plenty of opportunities for networking.
SCENTworld takes place June 29 - July 1 at the Marriott Marquis Times Square in Manhattan, NYC. Find out more at scentworldexpo.com
1 comment March 29, 2008
Fragrance goes green
Fragrance and cosmetics manufacturing companies are responding to growing consumer demand for truly natural products. Terms like “green,” “sustainable” and “carbon footprint” are boldly making their way into the lexicon of the beauty industry. This is also good news for consumer safety. University of Genova scientists announced last week that they’ve developed the ability to make scented alcohols without toxic solvents, instead using the safer reducing agent sodium borohydride.
Read more at CosmeticsDesign.com
Add comment March 28, 2008
Scent and sound join forces
Reviews of recent design/branding trade show GlobalShop 2008 are popping up. Among the news is an announcement by ScentAir and SoundTube to market a device that combines a speaker and a scent diffuser. Apparently it’s a directional speaker based on ScentTube’s FP series that will emit scent for anyone within the speaker’s audio range.
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Add comment March 27, 2008
