NoIt’s not just apparent well-being. The presence of the right perfume in the air has real benefits: it can reduce stress and give a good mood, improve creativity and productivity. From home to office, passing through hotels, shops, clubs, banks, airports and hospitals, Home fragrances are increasingly appreciated and studied. As much as possible tailored to those who live there or, simply, to those who happen to pass through. Have you ever felt the feeling of not wanting to leave a hotel lobby or of being called into a shop with the door ajar?
Home fragrances: from the home to the office, to our favorite shops
It may be surprising in a society as dominated by image as ours. But since Smells are processed unconsciously by the limbic system of the human brain which is also responsible for emotions, as many as 75% of the emotions we feel every day are related to smell. And we are much more likely to remember a smell than something seen, heard or touched. In this regard, a study by the Sense of Smell Institute demonstrated that the memory of odors remains unchanged with an accuracy of approximately 65% after one year while that of images drops by around 50% after three months. Hence the importance and success of home fragrances. And of a day like today: September 14th is in fact celebrated World Smell Dayestablished by World Taste and Smell Association during the pandemic. But still worthy of celebration today.
From essential oil diffusers in our living rooms to the olfactory marketing of big brands: the study of room fragrance has evolved a lot. And it has been proven by various studies that the immersive sensorial experience that fragrances generate can push a shop customer to prolong their stay. And even to buy more, establishing a relationship of trust with the brand. According to Business of Fashion, a good olfactory marketing strategy can aincrease retail store sales by 11% and customer satisfaction levels by 20%.
But perfumes also bring benefits in offices. According to the Harvard Business Review, they improve productivity and creativity by 31%. And in hospitals, where they help improve mood and reduce anxiety. A study proposed in Mood Media, for example, demonstrated that patients in a US healthcare facility exposed to a vanilla flavour they experienced a lower level of anxiety at 63% compared to guests.
Vanilla, lavender, citrus or green tea?
Vanilla to reassure, lavender to relax, anti-stress citrus fruits, invigorating spices and green tea. If some notes can easily be associated with some emotional effects, it’s hard to go too far. As in the case of body perfumes, everyone “smells” the perfume differently. Depending on your experiences and memories associated with certain perfumes.
Even for home fragrances, we are talking about tailor made perfumes, tailored to the customer and his target. Just to get an idea. The artisans of Aroma 24/7, a leading company in the sector, create fragrances starting from a catalog of over 200 fragrances, certified by the International Fragrance Association (IFRA). As Guido Sperzaga, CEO of the company, explains, «Each is composed of a mix of base, body and top notes. The key to olfactory harmony lies in the transitions between each note and in their consistency or substance.”
Some objectives, however, are evidently clear, depending on the client. Hotel fragrances must ccommunicate a sense of luxury and above all of welcome, two elements closely related to the success of a high-level accommodation facility. In bars and discos, however, perfumes must arouse energy and be imperceptible, but at the same time pleasant. In stores they must combine perfectly with the visual experience to push the consumer to prefer a physical store rather than a virtual one.
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