PromZ Vak 4 · 2025 · English edition

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Lingering with the right scent

Désirée Struijk

companies and influencers develop private-label fragrance products. Their clients range from fragrance-focused brands to companies that want to have scented items developed as corporate gifts. Herewith, Scented Stories focusses on eau de parfum and laundry perfume. “Scent lingers much longer,” Speelman explains. “That’s why it’s used as an extension of the brand experience. One client of us for example, after a company merger, had to bring multiple businesses together into one brand identity, in every possible way. All offices were redesigned the same, with green and wooden accents. We extended that identity into a unique scent experience — featuring natural notes like sandalwood and (green) moss. The scent sticks we developed were placed in every office and gifted to all employees and partners.”

For the aromatic touch in a company story and for its other products, Scented Stories calls on a group of perfumers in Europe, ‘noses’, who compose various fragrance compositions. And according to Speelman, they don’t rush into it. It must be clear in advance what kind of company it is, what the company values are and the intended image. The scent must fit in with this and in a certain sense also tell the company story. That is why the scent in his example, just like other aspects in the brand identity, was given natural accents.

Scent creates a lasting impression, Speelman believes. In addition, its application offers various possibilities for personalization. A product can be given its own scent and can be provided with a personal print and ditto label and packaging. It makes an article something unique, Speelman believes, a fact that can also be interesting with a view to promotional purposes.

He says: “A scented gift usually looks nice and smells good. So people often place it in a visible spot — at work or at home. That’s a clear added value compared to pouring a bottle of wine for example.”

Do’s and Don’ts

To ensure scent hits both the brain and the heart, the experts offer some tips. Ideally, scent should be part of a well-balanced multi-sensory experience, where various stimuli complement and reinforce each other. Everything needs to be in sync. “That’s why it’s not a good idea to package a fresh aquatic scent in a black box,” Struijk explains. “Black suits heavier fragrance notes better. All design elements should match. And also: avoid overdoing it — keep it subtle.” According to Speelman, it’s important to realize that no scent pleases everyone. “So don’t try to create something everyone will like. Be clear in your choices. On the flip side, don’t go too exclusive either — the more unusual the scent, the smaller your target group.” Another tip from Scented Stories: test your scent with your audience. And start small. “Some clients get so excited that they want a whole range of scented products right away. But just start with one. Even with a single item, you have a powerful creative solution. Our research consistently shows that businesses make a strong impression with personalized fragrance products. That’s the beauty of scent — it lets you show a unique and innovative side of your brand.”