Monday, June 27, 2022

Scent Marketing Connects to Hispanics on a Deep Cultural Level

Posted by Elena del Valle on October 5, 2011

By Jennifer Dublino, chief operating officer, Scent Marketing Institute

Jennifer Dublino, chief operating officer, Scent Marketing Institute

Jennifer Dublino, chief operating officer, Scent Marketing Institute

Photo: Scent Marketing Institute

Go to any Latin American country or Latino community in the U.S. and you will find that you are immersed in a multi-sensory experience. Colors seem more vibrant, music more dramatic, tastes more distinctive and the smells more heady.

I was born in Miami, and while not a Latina myself, grew up immersed in a delicious mix of various South and Central American and Caribbean cultures, with Cuban being predominant. Along with their close family ties and warmth, one of the things I love about Latinos is their passion for fully experiencing the world through the senses.

While each of the senses, to one extent or another, influences our behavior and mood, scent is the most powerful of our five senses after sight. Yet, when it comes to marketing, scent is often neglected in favor of solely visual and audio messages. When brands want to appeal to the large and growing Hispanic market in the US, this narrow use of the senses can be a big mistake.

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Transparency – the new consumer demand

Posted by Elena del Valle on August 4, 2010

By Harald H. Vogt
Founder and chief marketer, Scent Marketing Institute

Harald H. Vogt, founder and chief marketer, Scent Marketing Institute

Photo: Scent Marketing Institute

This just in: A group called “Teens turning Green” chimes in on the safety (better, the lack thereof) of fragrances in consumer goods, body care products and fine fragrances that people buy to enjoy – or simply to smell better.

As sure as the kids go to camp, every summer the scent-adverse special interest groups pick up reports from organizations such as “The Campaign for Safe Cosmetics” that lament the fact that there are health risks resulting from “secret chemicals” in fragrance. Usually such advocacy groups are also anti-commerce and against aggressive marketing. At least with TTG that isn’t the case since they sell their own range of products via their web site while they criticize the products of others right next door. For just $130 the whole range can be yours’…

Click here to read the entire article Transparency – the new consumer demand

Scent communication – no language barriers apply!

Posted by Elena del Valle on June 23, 2010

By Harald H. Vogt
Founder and chief marketer, Scent Marketing Institute

Harald H. Vogt, founder and chief marketer, Scent Marketing Institute

Photo: Scent Marketing Institute

Information transported via our perception of scent does not require translation. There is no “Press 1 for English, 2 for Spanish” when it comes to recognizing the scent of fresh baked bread, ultimately drawing us to it’s source, the bakery on the corner or in the supermarket. Scent can be a guide, or it can create a desire, even an emotion without a word being spoken.

Scents are processed in the limbic system of our brain, which happens to be responsible for the decision-making process and for our emotions. With that “internal wiring” already in place it takes fairly little to trigger a person to react in a certain way.

Click here to read the entire article Scent communication – no language barriers apply!