Everything about scent marketing using the Proust effect

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Scent Marketing Definition Scent marketing is a type of sensory marketing that uses scent to evoke emotions and create brand associations. Use scents and aromas to create memorable experiences for consumers, increase brand awareness, and ultimately drive sales. What is the Proust effect? The Proust effect refers to the phenomenon where a specific scent evokes strong memories and emotions. The name comes from French writer Marcel Proust's description of this experience in his novel “In Search of Lost Time.” In this novel, the protagonist dips madeleine cookies into a tea cup, and the scent and taste of these cookies brings back many memories from his childhood.


Proust describes this experience as “intentional memory,” which is more powerful than “unconscious memory.” The Proust effect has been studied by psychologists, who have discovered that the sense of smell is closely linked   Special Data to the brain's lymphatic system, which is involved in memory and emotions. This connection is believed to trigger the powerful memories scents evoke. The Proust effect has important implications for marketers and advertisers, who strive to create powerful memories and emotional connections with consumers through scent marketing. By associating a specific scent with a brand or product, companies harness the power of the Proust Effect to create a lasting impression in consumers' minds. However, not all scents produce the same effect in everyone. The degree to which a particular scent stimulates memories and emotions will vary depending on each person's personal experiences and associations.




But the Proust Effect can be a powerful tool for businesses seeking to create deeper connections with their customers. Scent Marketing Examples1) Kyobo Bookstore signature scent Signature scent sold at Kyobo Bookstore I think many people will have felt the cool and subtle scent when visiting Kyobo Bookstore. Kyobo Bookstore developed it in 2015 as part of its scent marketing to create the feeling of walking through a dense forest when visiting the store. We created a “book scent” with a eucalyptus and cypress wood base scent. In response to inquiries from customers who wanted to buy this “book scent,” it was sold in a limited quantity of 200 as part of the Bundang branch opening event in October 2017, but later in 2018. It was released as an official product that can be purchased online on April 26th. 2) Lush’s special scent marketing Lush is famous for being a brand that doesn't advertise. However, Lush does marketing differently from other brands.