Thursday, September 19, 2024

[LuxePackHome] Visual or Olfactory Identity: Why Choose?

A brand’s history, logo and image evoke emotions and express its uniqueness. Increasingly, olfactory marketing, which directly affects the subconscious and creates lasting memories, has become a key differentiation tool for premium brands. This sophisticated sensory approach intensifies the brand’s identity while creating strong and personalized emotional connections with consumers.

A powerful tool of influence

Scent is a particularly powerful trigger for reminiscence. As explained by Quintessence Paris, an agency specializing in the creation of perfumes and fragranced products, fragrance touches on emotion and reflects all the subtleties of a brand. It must be fully integrated into the creative process, regardless of the industry. For example, Quintessence cites the scent of eugenol, often present in dental offices, which increases stress levels for many patients. A different, more soothing fragrance could instead help relax and improve the experience. This vision is shared by Atar, a perfume creator based in Italy, who has been working for nearly thirty years with clients in fashion, cosmetics, decoration, and even travel and leisure. While each creation is unique, it can be adapted into a cosmetic product, room fragrance, candle, or personal perfume.

For Denis&Fils, a manufacturer of candles and fragranced creations, fragrance allows for the creation of new memories. “You can forget a name or an image, but not a scent,” as it enables consumers to adopt an olfactory signature in their own homes and helps brands increase loyalty and average basket value. While the rise of the olfactory world is fairly recent, it has become even more pronounced since the Covid crisis. QUAMVIS, which develops liquid-free and thus easily transportable fragranced products, highlights that “consumers now want to carry their olfactory identity beyond their home: office, car, handbag… fragrance becomes a companion at all times.

Small or large spaces: Should we think of fragrance differently?

Opinions vary on this question. Some designers create the same fragrance for all types of spaces, while others adjust the strength of the scent to suit the environment. In any case, the diffusion technique is essential to properly convey the fragrance. At Denis&Fils, each element is carefully tailored: for a diffuser with sticks, the juice is adapted to the base (alcoholic or solvent-based), the base to the sticks (rattan for slow capillarity, synthetic for faster capillarity) and the sticks to the type of bottle and its opening.

The diffuser thus plays a central role in creating the olfactory identity. At Atar, the diffuser is imagined to be discreet in public spaces and more pronounced in private interiors, as long as it meets the requirements of the desired sensory experience. Fragrance is therefore at the service of brand strategy. Like Abercrombie & Fitch, which made a lasting impression with an extreme sensory experience in its stores: low lighting, loud music, and intense fragrance. This bold choice left a lasting imprint in consumers’ memories.

Technical innovations also allow for “dry” diffusion. QUAMVIS is revolutionizing the industry with a liquid-free room diffuser. Based on a complex EVA fragrancing technology that uses a concentrate without alcohol, water, or glycols, this concept adapts to all fragrances while ensuring exceptional diffusion performance and absolute respect for the olfactory notes.
Whether through a home fragrance, a candle, or a diffuser, these olfactory universe designers contribute to creating an identity and defining a character, reaching the consumer on a more intimate and sensory level. They help strengthen the connection with luxury values: quality, rarity, and attention to detail.

New products showcased at the exhibition:

Atar: Atar creates unique fragrances for each of its clients and presents a selection of personal perfumes (alcohol-based and oil-based), home fragrances, and atmosphere sprays, as well as candles and skincare products.

Quintessence Paris: Presentation of several techniques and fragrant materials. Electric diffusers for small spaces and an olfactory blind test.

Denis&Fils: A selection of white-label products by Denis Private Label and a new brand to be launched in 2025.

QUAMVIS: A liquid-free fragrance diffuser, customizable to any preference (own brand or white label, base in HDPE, wood, metal, etc.), entirely made in Italy. In addition to being unbreakable, lightweight, easy to use, and fully customizable, the QUAMVIS room diffuser offers significant logistical advantages