Word: scentair
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...muzak for the nose. The latest technique for putting consumers in a spending mood is to fill the air with a seductive scent. That's why Select Comfort, a nationwide chain of 400 bedding stores, is in the market for one that will soothe shoppers browsing for bedding. ScentAir, one of several firms that design scents for retail settings, has suggested a mix of cashmere wood, amber, cardamom, cinnamon and bergamot. The blend, it says, will convey quiet repose...
Coming up with just the right aroma is a complex process. For the Westin hotels, ScentAir created a fragrance that melds green tea, geranium, green ivy, black cedar and freesia to evoke a peaceful aura in the chain's lobbies. "Tea, the ascendant note, suggests serenity and tranquillity," says ScentAir CEO David Van Epps. "Black cedar adds body, fullness to the aroma. As for the rest of the tones, each has its own characteristics, and it's as much an art as a science...
After interviewing Belich and her staff with questions like "If your consumer was going on vacation, where would she go?" and "What color floor tiles might she pick?" ScentAir's mixologists researched their inventory of 1,500 aromatic oils to find the ones that would produce the right blend to capture the essence of the stores. Over the next six months, about 30 concoctions were FedExed from ScentAir's lab in Charlotte, N.C., to the Sony offices in New York City; a steady stream of comments and suggestions flowed the other way, until a final pool of five candidates emerged...
...male exec had suggested a drop of bourbon, but it was decided that cedarwood would provide a similar yet subtler tone.) Then, sitting around a conference table strewn with perfumer's blotter paper, the execs had a final request: Could the orange be snazzier, more of a blood orange? ScentAir dug into its library of about 40 orangey smells, weeding out the tangerine-tinged and the clementine-clad before hitting the jackpot with a robustly bloody red orange...