Hey there! As a gamer recently transported from my virtual world, I’ve just come back from a real-life trip to Milan and let me tell you, the Armani Hotel left quite an impression – or should I say scent? Upon entering the lobby, I felt like I was hit by a fragrance cannon! It was so intense that I almost needed a gas mask to navigate through it. “Overpowering” doesn’t even begin to describe it. They seemed to be trying to drench us in it, not baptize us. Phew, I still feel it lingering on my nose!
It’s true that you don’t necessarily need to journey to Milan to find out that luxury hotels have traditionally been infusing their common areas with fragrances, some of which are pleasing, others not so much. However, this practice has recently extended far beyond the hotel industry. Nowadays, it’s difficult to go shopping in a mall, place a bet at a casino, or even attend a sports game without encountering an overpowering whiff of some distinct scent. This is all part of the growing trend of olfactory branding that has been spreading worldwide, with businesses from banks to boutiques exploring innovative methods to increase profits through scents.
Veronique Gabai, a past leader at Estée Lauder and Vera Wang who now runs her own fragrance company, explains that scent plays a significant role in evoking memories. Thus, it’s not unexpected that establishments like hotels aim to leave a lasting impression by using scent and boost their brand identity. However, she cautions that while scent can captivate and transport us, an overabundance of it can actually spoil the overall experience.
The fundamental concept dates back to the 1960s, when Disney initiated the use of scents within its theme parks, eventually patenting their unique scent-producing device, the Smellitzer. Today, they continue this practice, as the aromas of popcorn and cookies permeate Main Street, USA. In the ’80s and ’90s, department stores also began experimenting with environmental fragrances, although it was more accidental than intentional. They employed “fragrance models” who would spray perfumes on customers entering the store unaware. Due to numerous complaints, this practice is largely a thing of the past.
Iconic fashion brands such as Chanel, Gucci, and Prada have accumulated vast fortunes over time by selling their perfumes to consumers who aspire to these luxury labels (notably celebrities ranging from Britney Spears to Derek Jeter). However, the growing preference for diffusers and candles has led to a shift in this trend towards domestic settings. Instead of limiting yourself to a spritz on your wrist, why not fill your entire home with the enchanting scent of Chanel No. 5?
Currently, various aromas permeate our surroundings, ranging from sports venues such as AT&T Stadium in Texas, which employs subtle ambient scenting techniques to disperse caramel and cotton candy scents throughout its ventilation systems, to Las Vegas casinos like MGM, where they infuse their gaming areas with “Asian Garden,” a floral blend incorporating vanilla, intended to keep gamblers tranquil even during losses. Public transportation systems in cities such as Tokyo and Seoul also utilize artificial freshness to alleviate the strong odors associated with commuting. Even those who travel to work in Rolls-Royce vehicles are not excluded; the luxury car manufacturer has enlisted perfumer Julian Bedel to develop a fragrance for their automobiles, which is distributed through the vehicle’s innovative scent-diffusion system.
More and more companies are launching takeout versions of their unique fragrances, as people become increasingly fascinated by scents. For example, if you love the aroma of Bird Streets, you can buy the same candles that the exclusive West Hollywood private club burns in its lobby for around $40. Additionally, luxury hotels such as Four Seasons, Ritz Carlton, and W are selling scented candles and diffusers so you can recreate the scents of their lobbies at home. Alternatively, you can unwind with bath products that have fragrances reminiscent of well-known brands like Buck Mason, HD Buttercup, or LL Bean.
Knockoff products are increasingly popular, and one such company, Hotel Collection, is selling scents that are said to be “inspired by” specific locations like the Delano in Miami Beach, Nobu Malibu, and the Mandarin Oriental in Hong Kong. Even less prestigious sites are jumping on the bandwagon. Homesick Fragrances offers a line of scents including one that supposedly smells like Dodger Stadium. Recently, the Hollywood Sign even launched its own official body fragrance, claiming it makes you smell like the iconic 100-year-old landmark.
Can Eau de 405 be far behind?
The tale you see was published in the March 19 edition of The Hollywood Reporter magazine. If you’re interested, click here to subscribe.
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2025-03-23 21:24