Olfactology, or the scientific study of olfaction, is complex; and among other applications, it serves an especially important role in media advertising. Knowing the proper mix of notes and how they titillate consumers’ olfactory organs is essential in order to communicate with the public in a provocative manner and, in turn, make a marketed product more lucrative.
Certainly, many “noses” in the perfumery business are cognizant of these technical and “consumerism” angles, and this article will provide commentary on both. It will consider: Why do fragrances delight consumers? And what does this illustrate, empirically, about the personality of patrons who buy into fragrance ads?