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