Researchers have shown that smell has an immediate and compelling effect on human behaviour, health and well being. 

The sense of smell is directly linked to the limbic system (the emotional centre of the brain), which is responsible for our memories and our feelings, both on a conscious and unconscious level. Smell goes beyond our rational perception and has an impact on our emotions and actions.

Given that it is such a powerful sense, the sense of smell can make us salivate, change our heart rate, attract us to people or stir our memories of the enjoyable times in our lives.

Smell is the medium that instinctively influences our decisions and therefore helps the consumer to reach a purchasing decision. That's the essence of Scent Marketing.

How marketers are using the senses:


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1. People pick up messages using several senses.
2. Images are perceived first.
3. The Interaction of image and sound still dominates today's
    marketing communication.
4. The addition of Scent Marketing triggers recollections and feelings.
5. Scent – the only olfactory sense that directly impacts the limbic system- has the
    power to evoke emotions.

Science of Smell Studies

 Research in Japan is being undertaken to understand the influences that scents and the use of essential oils have on the treatment of Alzheimer’s disease (Miyazawa, 2006, Inhibition of Acetylcholinesterase Activity by Tea Tree Oil & Constituent Terpenoids).

 The diffusion of lavender during breaks at work has been found to prevent the deterioration of work performance(Sakamoto, et al, 2006, cited at http://chemse.oxfordjournals.org).

 An Australian university is using different scents to assist in the diagnosis of several brain disorders including Alzheimer’s disease, Huntington’s disease, Parkinson’s disease, schizophrenia and obsessive-compulsive disorder (University of Melbourne, 2006, cited at http://www.unimelb.edu.au/).