In the contemporary commercial landscape, olfactory marketing-smell marketing-is emerging as an innovative strategy that captures consumers’ attention, stimulating their emotionality and creating lasting brand connections. The use of smells in retail environments, hotel common areas, showrooms, and the transportation sector is transforming the way brands interact with their customers by creating unique, full-sensory atmospheres that stimulate loyalty, encourage purchases, and enhance the experience.

Smell is the most “primordial” of our senses and has a direct connection to the areas of the brain responsible for emotions and memory. Unlike the other senses, which pass through higher cognitive areas of the brain before being interpreted, smells are processed immediately and directly by the brain structures that regulate our emotions and memories. This means that a scent is not merely perceived, but has the power to evoke memories, stimulate feelings and profoundly influence our moods.

The conscious use of smells enables the construction of an immersive and memorable experience that can elicit positive emotional reactions that strengthen the bond between the consumer and the brand. Using smell as a marketing tool not only attracts, but also creates an emotional context that fosters loyalty, with effects that go far beyond a simple purchase. It is crucial, however, that the scent chosen is consistent with the brand image, as this aligns the atmosphere with customer expectations, positively influencing behavior-whether it is spending and buying or simply enjoying it.

The influence of olfactory marketing occurs largely at the unconscious level, with smells acting on behavioral, cognitive and emotional responses through automatic processes. Several studies, such as those published in the Journal of Strategic Marketing and the International Journal of Innovative Science and Research Technology, show that the unconscious interpretation of odors can regulate people’s responses more effectively than conscious emotions. This is also why the conscious use of fragrances designed specifically for certain environments or situations is a powerful tool for improving the well-being of those who find themselves living, even momentarily, in such predisposed spaces.

Olfactory marketing is effective in various contexts, including stores, restaurants, museums, hotels, showrooms, and the transportation sector. In hotels, for example, common areas scented with specific fragrances can welcome visitors more pleasantly, enhancing the perception of the facility and promoting a more positive experience. In showrooms, a well-designed sensory atmosphere can enrich the customer experience, stimulating greater engagement with the products on display. In restaurants, a positive aroma can enhance the atmosphere, fostering customer preference, while an unpleasant smell can turn consumers away. Even in transportation, such as at stations or on board public transportation, the use of specific fragrances can enhance the travel experience, making it more pleasant and less stressful. Examples that highlight how the sense of smell, when used strategically, can markedly influence both the environment and user behavior.

Although olfactory marketing offers numerous benefits, its effectiveness may vary based on individual consumer characteristics, such as personal preferences and decision-making style. It is therefore critical that retailers consider these factors, along with demographic variables, when implementing olfactory strategies. In addition, fragrance choice must be in tune with the product category, rather than individual items, to maximize sales impact. Understanding the underlying cognitive and emotional mechanisms is essential to successfully using this tool, creating environments that deeply attract and engage customers.