Word: scentair
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...Presumed Dead, may seem an unlikely figure to attune companies to the subtleties of sound. But his three-year-old, four-man firm has appeared at a time when businesses are waking up to the full possibilities of all the senses. Two years ago, Muzak formed a partnership with ScentAir, a U.S. firm that specializes in installing inviting aromas in hotels, restaurants and stores. "Instead of asking a customer, 'How does it sound?' when they walk into a business, we're now saying, 'How do you feel?'" says Muzak's Finigan. Shopping psychologist Denison says growing competition for the attention...
...Presumed Dead, may seem an unlikely figure to attune companies to the subtleties of sound. But his three-year-old, four-man firm has appeared at a time when businesses are waking up to the full possibilities of all the senses. Two years ago, Muzak formed a partnership with ScentAir, a U.S. firm that specializes in installing inviting aromas in hotels, restaurants and stores. "Instead of asking a customer, 'How does it sound?' when they walk into a business, we're now saying, 'How do you feel?'" says Muzak's Finigan. Shopping psychologist Denison says growing competition for the attention...
...that carry apt connotations for particular products they want to sell, a technique called billboarding. Bloomingdale's, for instance, billboards the smell of baby powder in its infant-clothing department, while hints of lilac and coconut waft around the department store's intimate-apparel and swimsuit displays. One of ScentAir's most popular aromas, freshly baked chocolate-chip cookies, has been adopted widely by sellers of model houses and real estate agents in North Carolina to make prospective buyers feel at home the instant they walk in. Upscale ice cream chain Emack & Bolio's recently adopted a waffle-cone smell...
...depending on how complicated they are to design. Companies also pay monthly subscription fees to rent fan machines that disperse the scents into the air. Smaller retailers can buy simple smells--sage and pomegranate, rosemary eucalyptus, white ginger--off the rack for $100 a month, including fan rental. And ScentAir is expanding its repertoire by cooking up smells that are meant not to charm but to repel: last month it re-created the smell of burning electrical wire for a military simulation; earlier, it had dreamed up dinosaur dung for a children's museum...
...firm is taking its smell sense even closer to consumers and hoping to cash in on the $8.3 billion Americans already spend annually on air fresheners, candles and scented plug-ins. In August, ScentAir began offering a small home version of its smell machine for $30 a month. It comes with scent choices like eucalyptus mint, citrus musk and lavender with ylang-ylang, a derivative of a south Asian evergreen tree said to have aromatherapeutic benefits. "By comparison," says Van Epps, "plug-ins scream Grandma's bathroom aerosol...