Endorphin Branding™: School Spirit in a Bottle
October 20, 2008
“Endorphin branding™ is the use of scent as a means of imprinting a highly emotional, positive experience in tandem with a targeted signature scent, which can be reintroduced at a later time to trigger and recreate the desired response.” -C. Russell Brumfield
For sports fans, few moments are more emotionally charged than the final touchdown that takes the game or that tie-breaking home run in the bottom of the ninth. For savvy scent marketers, it’s an opportunity heaven-sent. If the fans were endorphin branded™ by release of their winning team’s signature scent at that pennant-waving, game-changing moment, not one of them present would ever forget that scent or the emotional impact of the moment in which they first encountered it. (Of course, fans of the losing team would be likely to have a reverse reaction to that scent, but controlled release of the appropriate team’s scent into appropriate areas of the stadium would keep negative branding to a minimum.)
When Katie Masich wanted to create a fragrance line that people could connect with–a line that sparked a personal passion and emotional connection, she thought about the existing fragrances on the market: celebrities, fashion houses, etc. She knew people connected with these fragrances, but she wanted to tap into a connection people experienced first-hand. And one day it hit her: What about the passion students, alumni, and fans feel for their college?
Katie had hit right on the concept of endorphin branding™! She and her family formed Masik Collegiate Fragrances, an innovative perfume company which relies on such distinctive characteristics as school colors, history, landmarks, and campus trees and flowers to formulate individual signature scents for universities. Masik recently launched official fragrances for both Pennsylvania State and the University of North Carolina, and has specialized fragrances for five more colleges in the works.
So, what does UNC smell like? Champagne, lemon, jasmine and lavender, according to Masich, with a hint of rose, violet and jasmine. “It’s very romantic and it has Southern charm,” says Masich, who is currently working to develop scents for the Universities of Florida, Georgia, Alabama, Tennessee, and Louisiana State. “It really is about nostalgia. It’s all about bringing it back to that happy time–college.”
Masik Collegiate Fragrances are fully licensed by the colleges for which they are created, with a portion of the proceeds from each bottle sold donated to that university’s scholarship and athletic fund.