Some studies have shown that our olfactory receptors can detect around one trillion odours.
The power behind our sense of smell enables us to recall memories, influence our behaviour and experience a range of emotions, so it’s no wonder that we’re seeing more examples of scent marketing emerge.
Here are three more off-beat stories showing how flavours and fragrances are being used…
'Siri, what's that smell?'
While we have Shazam for recognising music off the radio there has never been an equivalent piece of software for identifying smells, until now.
France-based startup Aryballe Technologies’ NeOse sensor uses a combination of chemical sensors, scent molecules and a huge database of known smells to identify a breakdown of the fragrance profile and send the results report out to an iPhone app within 30 seconds.
With a cost of around $15,000 it’s earmarked for use in the cosmetic industry, particularly for quality control and to help protect original scent recipes like perfumes, whilst it can also be used to monitor air quality and search for foul odours to identify waste management leaks.
Profiling that 'old book smell'
News reports recently seem to suggest that younger readers are turning their noses up at ebooks in favour of good old fashioned printed books, and now researchers have identified what gives second hand books that distinctive smell.
Over 70% of visitors to the Dean and Chapter library at St Paul’s Cathedral described the ‘old book smell’ as pleasant with woody, smoky and earthy tones, whilst others said it was comparable to ‘body odour’ and ‘rotten socks’.
It’s said that the breakdown of cellulose and lignin in the book’s paper contributes to the distinctive smell which you certainly won’t get from a Kindle.
A Whopper of an April Fool Prank
Gone are the days of simple April Fool’s Day pranks like gluing a pound coin on the floor or a fake spider in the bath, now it seems every website and brand needs to get involved with more outlandish campaigns each year.
The fast food giant Burger King’s French arm took the crown this year by announcing across their social media channels a new burger-tasting toothpaste claimed to be ‘the first toothpaste with active Whopper extracts’.
It’s received around 4,500 shares across Facebook and Twitter and over 145,000 views on YouTube, which apes the success KFC saw with their 7 herbs and species candle stunt last year.
Scentmaster fragrance and flavour technology has been incorporated into hundreds of products to give brand owners and manufacturers a competitive edge in the marketplace.