Everything Smells…and that’s a GOOD Thing!

Scent is a biological mechanism used for recognition, communication, and signaling. Some scents alert us to danger. Other aromas contribute to our sexual arousal. Applied correctly, under the right conditions, scent also promotes health and improves cognitive functions, like memory, learning, and alertness.

If you are fascinated by brain research and the science of the mind, you’ll love the information in Whiff!. You only need to reflect upon your own personal experiences to appreciate how the tiny molecules of chemicals that humans perceive as aromas play a prominent role in your everyday life. Because scent is pervasive, you spend your days constantly encountering different smells that waft in and out with varying intensities and durations, however, you hardly notice how they influence you, reassure you, and assist in your decision making.

Until now, most of us have regarded the aromas in our lives to be of minimal influence, only intermittently noticing and reacting to the most obvious aromas, such as foods, sensual perfumes, the smells of our personal toiletry items, and our scented candle preferences. While some still consider the practice of aromatherapy as voodoo science, relegating it to the likes of phrenology, tarot cards, and UFO sightings, scientific research has now proven that aromas are integral to our lives, and have a powerful impact on our memory, perceptions, emotions, and even our physiology.

New scientific insights have brought aromas to the forefront to be viewed in a new light as a communication tool. Researchers continue to decode the ancient Rosetta Stone of scent, as pioneers in every industry learn to speak its language and to integrate it into everyday products and services. Even the fragrance industry has had to create a new category to identify these new applications. Where in the past scents were either termed fine fragrances (perfumes) or functional fragrances (such as those that are used in laundry detergent, house- hold products, and kitty litter), these new applications of aromas are classified as non-traditional or communication scents, tools that can be used to deliver a powerful and intricate message, and evoke a desired response.

Once you understand more about the subtle influences of scent, you will become more aware of its possible applications. You’ll discover new applications in your own life, how it could drive your business in new directions, and you’ll probably identify several new ways to use scent to strengthen the emotional bond with your consumers. Understanding scent’s physiological and psychological powers may be your key to marketing excellence and excelled performance. They are also the key to an unexpected and compelling way of communicating because they are biologically ingrained in us. As you study these powerful influences, keep your own business, product, or service in mind, and you might just find the one element needed to surpass the competition. In any event, knowledge is power, and your knowledge of the power of scent will benefit you for years to come.