PromZ Vak 4 · 2025 · English edition

By Marjolein Straatman

Justin Speelman

Lingering with the right scent

Scent is a tool that’s regularly being used — on retail floors and in offices for example, as well as on product level. And with good reason. According to experts, of all sensory stimuli, scent has the most direct route to the brain. Whether it also reaches the heart depends entirely on how it’s used.

Awaft of perfume as someone passes by. Your mother’s laundry detergent. Or how it used to smell in your grandmother’s house. In just a split second, a scent can bring back vivid memories of a person or a moment from the past. It triggers associations and emotions and brings back memories. Positive or negative, sometimes consciously, sometimes less so. Either way, scent holds undeniable power. That’s precisely why many companies and organizations embrace it as a valuable tool to happily use. The right fragrance can make a retail space feel more pleasant — and even boost sales. A multi-sensory experience enhances a product with a sense of depth and emotion. Scent is also used to strengthen brand identity.

Scent marketing is a growth market, as seen by SmartNose. They develop scent-based solutions like scented premiums, POS materials with fragrance, and scent sticks,

"Compared to sight and sound, scent is the most powerful carrier of memories, images, emotions, attention, and information."

and supply these to sectors such as government, retail, and entertainment. “The use of scent has evolved enormously over the years,” says founder Désirée Struijk. “It used to be just a way to mask unpleasant odors. Now it is an instrument with a whole science behind it, stretching into neuroscience. Scent is now applied in many ways and in many fields.”

How Does It Work?

According to SmartNose, as much as 75% of our emotions are influenced by scent. When we perceive a smell, various processes are activated. An aroma reaches an area of the brain called the limbic system. This system is responsible for regulating emotions, processing smells, and playing a key role in long-term memory. It’s where memories are stored — and scent is often stored right alongside them. “Compared to visuals or sounds, scent is the most powerful carrier of memories, images, emotions, attention, and information. In a stimulus-rich environment, we even register scent better than visual cues. A scent reaches the brain instantly, whereas visual stimuli need to be seen two to eight times before they make the same impact,” says Struijk. In short: scent is a shortcut to the brain.

That’s also the reason why a photo of your grandfather’s old shed might trigger some memories — but according to her, you only really feel like you are standing there again when you smell the scent that was always there. “When we smell something, we can momentarily think of nothing else. Scent captures our full attention. And when the brain registers a positive association, we crave more of it. That’s what we call the hedonic effect of scent.”

Activation or Comfort

Each type of scent triggers different associations. If the goal is to stimulate or activate the user or audience, Struijk recommends citrus and mint notes for their energizing effect. Sandalwood can boost concentration, making it ideal for workplaces — such as in computer accessory applications. In other cases, scent serves a more direct and practical purpose. Struijk’s company is currently developing beer coasters with a scent formula that repels bees. The possibilities are vast. Vanilla, for instance, evokes associations of comfort, which is a reason why it’s popular in scented candles and home fragrances. Lavender, known for its relaxing effect, is a favourite in spas and wellness centers.

“Scents like apple pie and cinnamon also bring positive associations,” says Struijk. “They’re sweet temptations that can lift your mood. Another popular scent is freshly cut grass. But which scent fits best depends on your goal — whether you want to activate or relax someone — and the environment. A hotel or shop requires a different scent than a dentist’s office or hospital. There’s no single scent that works everywhere. That’s what makes our field so diverse.”

A Scented Dimension

Scent is also said to be used to strengthen brands and can contribute to recognition. In a blind test, many people can immediately identify the scent of Zwitsal, for example. But ask them to describe the brand’s latest ad campaign? That’s a complete different story, Justin Speelman notices. He is co-owner of Scented Stories, a company that helps