ScentWorld 2008 Report: Optimizing Consumer Experience through Fragrance

Contact Author Jeb Gleason-Allured, Editor
Close
Fill out my online form.

Tap Into Sensory Excellence! This is just part of the article. Want the complete story, plus a host of other cutting-edge technical and business articles to make your job easier? Login or Register for free!

Technical Hurdles

“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 sign up to register. It’s easy. Plus, it only takes 1 minute and it’s free!

Other topics discussed: Why Scent Matters, What’s Next in Scent and Branding