THE OLFACTORY JOURNAL
Exploring the science, stories and strategy behind commercial scent branding, signature scent design and scent marketing across South Africa and beyond.
THOUGHT LEADERSHIP
Thought leadership on how commercial scent branding and scent marketing shape brands, customer behaviour, memory and environments.
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Discover why green, botanical scents are becoming the signature of forward-thinking African brands.
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A powerful reminder that scent is the most emotional sense we have—and how brands can harness it.
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Where scent technology is heading — and how we’re exploring sensors, AI and networked controls while watching the space closely.
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SCENT MARKETING STUDIES & RESEARCH
Ambient scenting is more than a pleasant background detail — research consistently shows it can influence customer behaviour, increase time spent in stores, boost sales, and improve brand recall. Below are some of the most relevant studies supporting the power of strategic scent marketing.
Scent marketing is presented as a strategic tool that significantly influences consumer behaviour. Consistent implementation can enhance brand recall, improve mood and satisfaction, extend dwell time, and increase both purchases and customer loyalty.
Read the full report →An empirical study examining how vanilla scent affects pleasure, arousal, time spent in store, money spent, and revisit intentions in a fashion retail environment.
Access the study →Mixed-method experimental research exploring how indoor scents influence emotions and behavioural responses in commercial environments.
Read the research →Customers exposed to a melon scent spent 30% more time in scented sections and significantly underestimated how long they had been shopping.
View the study →In Nike stores, the presence of ambient scent increased purchase intention by up to 84%. Customers were also willing to pay 10–20% more for products in scented environments.
Read the paper →Thematic scenting in a Las Vegas casino increased slot machine revenue by 45% in scented areas compared to unscented control areas.
Access the study →Shoppers in Samsung stores exposed to themed scents underestimated their time spent by 26% and explored three times more product categories than those in unscented environments.
Learn more →RESEARCH INSIGHTS
GLOBAL & LOCAL STANDARDS
Trusted authorities we align with on fragrance safety, research and responsible industry practice.
Global authority on fragrance safety and standards.
Scientific research body for fragrance materials.
The leading body representing the fragrance and cosmetics industry in South Africa.
Promotes Responsible Care and chemical industry standards in South Africa.
Discover how scent influences memory, emotion and behaviour — and how brands can use it with purpose.