Interview with Noelia Escobar, Project Manager at BeAromic – olfactory experiences
The sense of smell is directly linked to the parts of the brain that control memories and emotions and it is known that can emotionally impact customers. For this and many other reasons, there is an increasing interest among brands such as Pronovias, Audi or Kave Home in reinforce its brand identity with a scent strategy.
We have spoken with Noelia Escobar, Project Manager at BeAromic – olfactory experiences, with more than 10 years of experience in olfactory strategies, scent marketing, odotype design and scent diffusion at points of sale.
BeAromic has used scent delivery systems in such important spaces as Huawei, Kave Home or Intercentros Ballesol. An olfactory designer is an expert in creating olfactory experiences for brands. They know that olfactory marketing is not just about choosing a good fragrance that reinforces the brand; it should transmit the message and take into account many logistical and organizational factors with the main objective of transmitting the fragrance in the right place and direction.
Olfactory marketing is becoming a trend among brands. This reality has lead to the emergence of non-professional companies in the sector that are dedicated to decorating spaces, sometimes without knowledge. In BeAromic you talk about odotype, what it exactly is?
t is the olfactory identity of a brand, something that distinguishes it from others and makes it unmistakable, unique and different. Through the odotype we can recognize the personality of the brand, identify ourselves or move away from it.
Is it a brand code like the logo?
Yes, it is an identification code, although in this case, it is more difficult to reproduce due to the particularity of its components. This is what differentiates it from the logo, the isotype and the imagotype. The odotype is the DNA of the brand, something unique that can only be smelt where the brand is present.
And how do you create that?
For the odotype creation process, the first thing we need to know is the brand values, that is, what they want to be identified with. We must know the badge, what this brand wants to transmit and the target, in other words, to submerge ourselves inside the brand to be shelling its personality little by little, and thus to turn it into its brand odotype.
Do you work with briefings?
Yes, in the same way as advertising agencies, we use this tool to get to know the brand personality. We also do internal and external studies to outline what our brand should smell like.
How many different designs do you present to the client?
We create a maximum of four references, as a cardinal points, and we test them with the client and get his feedback. The finalist’s fragrances (a maximum of two) are tested in the establishment chosen by the client in order to obtain only only finalist depending on the success obtained.
Once you have the brand odotype, how do you release the scent? Is there any specific system?
We have different solutions to diffuse the odotype. According to the characteristics and needs of the project, we will use one or several combined. With our automatic cold air diffusion systems, we can scent spaces of up to 5000m3. There is scent merchandising as candles, mikados, home fragrance, etc. that helps us to strengthen the odotype.
And what is nebulization?
Cold Air diffuser is the cleanest technology to diffuse pure essential oil in order to get the most out of them; with this technique the pressure of cold air turns the essential oil into a dry mist of nanoparticles. This technology increase the permanence of the fragrance in the environment, and also ensures that there is no damage to the essential oil properties.
We have different systems adapted to spaces and we have full intensity control throughout the entire scent diffusion process. This system allows you to set the intensity of the fragrance taking into account the schedules of greater affluence.
And finally, as olfactory designers, what would you advise a new client to release their odotype?
The key thing is that they are convinced and believe in the potential of their olfactory strategy, and then they just have to follow the logical steps:
1- Odotype creation
2- Test of the odotype in the shop/showroom
3- Odotype diffusion
4- After a few months when customers ask: “what it smells like?”, then launch the line of olfactory merchandising.
The olfactory merchandising is fundamental for creating a brand’s fan since if you can acquire the fragrance of your brand and take it wherever you want, the objective of the olfactory marketing is completed. Your brand will be remembered wherever it is, in addition to the fact that the client not only recovers the investment made but can even obtain significant profits from the sale of these products.
