INSIGHTS & STORIES
Exploring the science, stories, and strategy behind scent branding across Africa and beyond.
Thought leadership on how scent shapes brands, behaviour, memory, and environments.
Discover why green, botanical scents are becoming the signature of forward-thinking African brands.
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A powerful reminder that scent is the most emotional sense we have—and how brands can harness it.
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How advanced atomisation and teal-toned innovation are reshaping luxury brand environments.
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Global authority on fragrance safety and standards.
Scientific research body for fragrance materials.
The leading body representing the fragrance and cosmetics industry in South Africa.
Promotes Responsible Care and chemical industry standards in South Africa.
Ambient scenting is more than a pleasant background detail — research consistently shows it can influence customer behaviour, increase time spent in stores, boost sales, and improve brand recall. Below are some of the most relevant studies supporting the power of strategic scent marketing. See how we put this science into practice for brands →
Scent marketing is presented as a strategic tool that significantly influences consumer behaviour. Consistent implementation can enhance brand recall, improve mood and satisfaction, extend dwell time, and increase both purchases and customer loyalty.
An empirical study examining how vanilla scent affects pleasure, arousal, time spent in store, money spent, and revisit intentions in a fashion retail environment.
Mixed-method experimental research exploring how indoor scents influence emotions and behavioural responses in commercial environments.
Customers exposed to a melon scent spent 30% more time in scented sections and significantly underestimated how long they had been shopping.
In Nike stores, the presence of ambient scent increased purchase intention by up to 84%. Customers were also willing to pay 10–20% more for products in scented environments.
Thematic scenting in a Las Vegas casino increased slot machine revenue by 45% in scented areas compared to unscented control areas.
Shoppers in Samsung stores exposed to themed scents underestimated their time spent by 26% and explored three times more product categories than those in unscented environments.
Let's design a scent experience that moves people — and your business forward.