Destination Scent Marketing – Lithuania

Retailers have known for decades that a shopping experience should be a complete experience, using sensory branding an escape from the daily grind; a place where customers can lose themselves, feel happy, and trigger good memories.

Thinking along these same lines, the country of Lithuania is pioneering a new type of national symbol to convey the character of the ex-Soviet Baltic state – a perfume called “Lithuania” They say, the scent is a good example of how to communicate Lithuania to the public in an innovative way.

“Lithuania”, created by French Parfumerie Galimard, is a blend of sandalwood, cedar and musk intended to connote the Indo-European origins of the Lithuanian language, as well as Lithuanian strength of character. For Lithuanians to identify themselves with this perfume, they added the smell of wood fires that can be associated with pagan rituals, as well as moss and wildflowers.

Lithuania’s foreign ministry has already sent bottles of the new fragrance to all its ambassadors and Lithuanian soldiers in Afghanistan have also received the perfume. The scent will be rolled out to Lithuanian embassies, hotels and airports and scented candles will go on sale next month.


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