Experts say that every type of business has a particular lucky smell that guarantees success.
Market researchers state that 70-80 percent of people can determine the freshness, delicacy and even strength of some goods by their smell. So, it turns out that basic organs that help us make choice are not the brain or the heart but the nose. Salesmen know this human peculiarity perfectly well and wonderfully manipulate our noses and purses as well.
The invisible ephemeral substance of smell magically influences human emotions. Many scents have the structure and the effect identical to substances that the human organism produces to activate the mechanisms of pleasure, desire and fear. The control over the mechanisms is located in the limbic system, one of the deepest brain structures responsible for our secret desires and our strongest emotions.
In all epochs perfume-makers always knew about scents’ powerful influence upon humans and derived much profit from this knowledge. When the influence of scents got perfectly evident, market researchers and advertising experts also decided to employ them in their work. Aroma market researchers appeared on the Soviet market in the second half of the 1980s when detergents produced by Johnson&Johnson, Procter&Gamble, the brands unknown in Russia, appeared in the country for the first time. At the very beginning, the new detergents sold awfully, and experts from the big producing brands had no idea why it happened so. They spent millions of dollars to conduct market researchers and found out that Russian consumers did not trust the new imported detergents as they lacked the scent of chlorine. Russian housewives always associated the chlorine scent with cleanness. They did not expect that new detergents with pine, apple and lemon smell would do for good house cleaning. So, foreign companies developed new additions that made their detergents smell with chlorine especially for the USSR. As a result, the sales volume increased five times within a year.
But that was the only extraordinary example when adding the unpleasant smell increased the sales volume. As a rule, aroma market researchers either improve the original smell of goods or make them smell unnaturally good. Shoe-maker Superga makes special insoles for its gym-shoes that smell with fruits, vanilla or sandal wood. FIAT makes its autos smell with costly wood types. Tires made by Nokian smell with freshly mown grass and the company even registered the smell as its intellectual property.
Some stores have special aromatization of their entire sales areas. Louis Vuitton boutiques smell with the delicate scent of leather that is the result of special aromatization. When we go to McDonald’s we smell the tempting scent of fried potatoes coming from special dispensers spreading aroma mixtures.
Businessmen know that scents may help have control not only over customers, but also employees, partners or competitors. In Japan, many offices have special aromatization: in the morning employees get fresh with the help of lemon aroma, and during the day they are perfectly concentrated thanks to flower scents. After lunch, it is good to enjoy the appeasing rose aroma and in the evening one can still stay energetic with eucalyptus and citrus aromas. Researches reveal that these aroma manipulations increase the labor efficiency by 20 percent on average, at that the accuracy of work gets 30 percent higher. It is important that these manipulations also considerably decrease the number of stress, psychological troubles and conflicts in the office.
However, compulsory aromatization does not always work well: perception of scents greatly depends upon the physiological and emotional condition of every particular human at the moment of aroma inhaling. It suggests that in the future aroma manipulations over every human will become individual.
Large stores often spread the aroma of fresh bread and apple pie in their sales areas. It is known that these scents increase customers’ appetites and consequently blow up the sales volume by 15 percent on average.
Ninety eight percent of people love the chocolate aroma, and it is the reason why the aroma is recommended for aromatization of a great number of areas, from large stores to filling stations. Lavender is known for its calming effect. So, the lavender aroma is widely used for bed clothes aromatization. It is also added to facing plaster in conference rooms to put off the guard of business partners. Lemon aroma is invigorating and increases the labor efficiency by 10-20 percent. Orange aroma helps patients cope with their fears connected with visiting dentists. Many dental clinics in Germany aromatize their wards with orange for this very reason.
Hotels use the conciliatory rose aroma in their rooms to make guests feel even more comfortable than at home. The aroma of grapefruit essential oil intensifies the brain activity. So, spreading the grapefruit aroma would make sense in classes during examinations.
Some companies in developed countries sell concentrated aromas meant for offices, sales areas and gyms. Here is the list of aromas that European aroma market researchers recommend for different businesses.
Medicine cabinets and hospitals: citrus, flower scents and mint.
Beauty shop: lemon, tangerine, cocoa, flower scents.
Travel agencies: exotic fruits and flowers.
Fitness centers: mint, lavender, bergamot, pine.
Sex-shops: flower scents, orange, mango, ylang-ylang.
Café, bars, restaurants: coffee, cakes, mango, citrus, cappuccino, cocoa liquor.
Clothes stores: mint, vanilla, flower scents.
Furniture stores: coffee and cakes, melon, lemon, green tea, cappuccino, cocoa cocktail, chocolate.
Offices: lemon, tangerine, mint, grapefruit, pine.
Director of the Krasnodar Regional Plant Farm, M.D. Nikolay Razuvayev says that aromas influence human emotions and psyche through the biologically active areas in the nose, the areas also known as Bonnier areas. When aromas reach the areas they provoke impulses that in their turn go to some definite brain areas, hypophysis for example, and then the signal goes to an organ or a system to influence their further activity. Every aroma sends its particular signal. People know very well the peculiarity of every scent and use them for their own good.
Researchers at the Medical Center in Chicago arrived at a conclusion that inhaling some particular aromas may help get rid of hunger very quickly. It took researchers three years to develop the aroma mixture for unusual dieting. The mixture considerably reduces appetites or even liquidates it at all. It is not really pleasant but very effective. Take a slice of banana, a slice of green apple, some pepper mint and vanilla. Boil the mixture for some time with vegetable oil and inhale its aroma every time you feel hungry or 20 minutes before every meal. Numerous experiments involving volunteers demonstrated that this “smelling diet” may help lose two kilogram a month. It is also important that the diet is very convenient: boil the mixture in the morning, put it in a small bottle to take it out from the pocket every time it is needed. Indeed, this may seem a very attractive idea for people crazy about diets and those wishing to lose weight.
Translated by Maria Gousseva