Thanks to their exclusive partnership with Cinquième Sens, a renown Perfumery School in Paris, Nose Who Knows NWK offers olfactive workshops for professionals, students, kids and all the curious out there.
The smell of a place can get linked in our minds with our thoughts and feelings about that place. However, some companies are starting to use scent to purposely create a sense of place. They are deliberately choosing scents in order to create a specific environment that their customers will remember.
For example, Starbucks wants to make the scent of coffee synonymous with their stores. They make sure that no other aromas replace the smell of coffee. Recently, when a new sandwich was introduced that overpowered the smell of coffee, it was removed from the menu until they could tone down the cheese smell. Starbucks works hard to ensure that when a customer enters its store the smell of coffee greets them. They want their customers to think of Starbucks every time they smell coffee.
Some hotels are using scent as well. They use scent to create a sense of place that travelers will equate with only their brand. Such scents can be delivered through the hotel’s heating and cooling systems, via discreet atomizers or by way of special diffusers in the lighting. The Shangri-La group’s ginger-and-bergamot-infused room fragrance is called Essence of Shangri-La. And almost every hotel chain, has a scent logo, including Starwood Hotels & Resorts, which has implemented scent branding at almost every level.
When travelers stay in these hotels repeatedly, the scent contributes to the feeling of the hotel as a specific place. It is no longer a sterile, faceless environment. It is a place with a distinct atmosphere that they begin to recognize every time they smell the scent. Smelling a recognizable scent can also put a traveler at ease. Hotels are beginning to recognize this and to work to consciously create their own recognizable scents.
Creating custom scents is a service that NWK provides and excels at. NWK works closely with clients to understand each company’s underlying values and message, and then creates a special formula of fragrance that the company can offer. We work with many different kinds of businesses who want a very special, handcrafted fragrance to offer their customers, including both multinationals and local businesses.
When I am travelling I often feel overwhelmed by new scents. Luckily, travelers can create their own sense of place by bringing scents with them. You can bring along a special candle that smells of home* or a scented room freshener. For me, portable smells of home include shampoo, perfume, and tea. Brewing tea is an easy way to bring a bit of home with me. When I make a cup of tea, the entire room smells of my favorite scents: cinnamon, orange or peppermint, instantly reminding me of home and making me feel more comfortable.
Question: What scent reminds you of home?
*Scents of Maison by Amanda Dyer developed by NWK.
A TEDx speaker, Ms Sandy Blandin is the founder of Nose Who Knows, a fragrance studio dedicated to Olfaction. With a Masters in the Chemistry of Perfume and Aroma, Sandy has accumulated over 15 years of vast experience and worked closely with perfumers to create winning fragrances for global companies including Procter & Gamble, Unilever and L'Oreal.
By working alongside the marketing and consumer research teams, she developed in-depth market & consumer knowledge for Europe, the US, Latin America and Asia, where she has lived for the past 8 years. Sandy has been conducting workshops for Sephora & Coty, product launch events for Procter & Gamble, Team building for Ferragamo & Dior.
Sandy has been partnering with International Schools to hone children’s sense of smell and since last year, she has been collaborating with the Ministry of Communication and Information of Singapore on an initiative called MAnyWaysOfSeeing.
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