Unlock a Wealth of Knowledge! This is just part of the article. Want the complete story, plus thousands of other in-depth technical articles to help you create winning profiles? Just upgrade or start your subscription today.
“It’s not just about putting a scent continuously in the air,” says speaker Alex Moskvin (vice president of Brand Emotions, IFF), addressing the technical considerations involved in scenting spaces.
“Scent diffusion in the air is more like driving a boat than it is driving a car,” adds Steve Semoff (vice president, technical services, IFF).* “If I have loud music in a retail environment I can flip a switch and it’s gone. If I put scent into the air, and the level is too strong … it’s going to take time for it to [diminish]. When it comes to scent communication you really only get one chance to get it right.”
Want the rest of the story? Simply upgrade or start your subscription today. It’s easy. Plus, it only takes 1 minute!