Latest in destination scent marketing

Scents have an uncanny ability to trigger memories, which retailers have tapped into for decades. The art of scent marketing is to create a certain experience for the consumer.

Mementos from trips abroad are becoming increasingly popular, and increasingly personal. While photos, food, music, art and trinkets can give a flavor of foreign travels, capturing the smell of a city has remained somewhat more problematic. We reported a few month’s back that the country of Lithuania was one of the first destinations to create a perfume (called “Lithuania”) to convey the character of the ex-Soviet Baltic state and to communicate Lithuania to the public in an innovative way.

Now comes Scent of Departure, a new perfume sold in airport duty-free shops that aims to capture a city’s fragrance in a bottle. Created by Parisian Gerald Ghislain and Magali Senequier, the scents currently listed online represent Munich, Vienna, Istanbul, Budapest and Frankfurt.

The 50ml bottles carry the three letter airport code they are purchased in, and the fragrance inside is designed to evoke that city’s atmosphere. For example, the Vienna perfume is reminiscent of “A walk from the peaceful Danube – banks full of enchanting scents of fresh mint, cut grass and water flowers – to an outdoor breakfast in the Palace garden of Belveder. Enjoy the garden’s baroque atmosphere and the gourmet scents of Wien’s pastries, delicious with their gourmand notes of vanilla, liquorice, chocolate and coffee.”

Destination scents

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