Word: scenting
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Dates: during 2000-2009
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...WHIFF French perfumer Francis Kurkdjian based M.A. Sillage de la Reine (the Queen's wake) on M.A.'s tastes. The scent is "like the flutter of a light dress." Translation: a mix including jasmine, rose, cedar and gray amber...
...might call it 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...
...preferences and professional assessments. He says that helps clients avoid having individual quirks (a hatred of apples caused by having to eat one every day after school or a resentment of violets because they call to mind being ditched on prom night) cloud the search for a suitable corporate scent. Each smelling session was limited to just a couple of samples, since the nose's ability to discern differences declines as choices rise. Toward the end of the process the Sony execs had nearly settled on a blend of orange and vanilla, with a hint of cedarwood added...
...retailers say she misinterprets their intent. "We're not trying to manipulate people," responds Sony's Belich. "It's subtle, and it's mainly about making sure people have a pleasant experience." SonyStyle now uses the scent in each of its 37 stores...
...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...