From Nike to Dunkin' Donuts:

Think you're immune to marketing? Think again. There's a stealthy tactic brands are deploying that bypasses your logic and tugs directly at your emotions: scent. Yes, your sense of smell is being cleverly manipulated to make you buy more, stay longer, and spend deeper. 

Welcome to the world of olfactory marketing, where the sense of smell becomes a powerful tool in influencing consumer behavior and driving sales.

Imagine being surrounded by the rich aroma of freshly baked bread while in a bakery. Suddenly, that loaf you "just needed" becomes an irresistible must-have. Or picture walking into a clothing store enveloped in a crisp, citrusy scent that whispers "luxury." Before you know it, you're trying on expensive sweaters you wouldn't normally dare glance at.

This isn't some mumbo jumbo; it's backed by science. In an experiment by Dr. Alan Hirsch, identical pairs of Nike shoes were placed in two different stores—one with a carefully curated fragrance and another without. The result? An astonishing 84% increase in the likelihood of the fragrant store making a sale. This experiment, and many others like it, shed light on the immense impact scent can have on our perception of products and our willingness to make a purchase.

Studies show that strategically chosen scents can:

• Increase dwell time: A pleasant scent can make you linger in a store longer, which translates to more opportunities for impulse purchases.

• Boost brand recall: Remember that distinct Starbucks coffee smell? That's olfactory branding at its finest, anchoring the brand in your memory through scent association.

• Influence perceived value: A subtle yet luxurious fragrance can make a $20 t-shirt feel like a designer steal.

• Trigger emotions: Want to evoke feelings of relaxation and indulgence? A spa might diffuse lavender or vanilla. Looking for energy and excitement? Citrus or peppermint might be your olfactory weapon.

The hospitality industry, has been at the forefront of adopting olfactory marketing. From the consistent fragrance of Hyatt Palace across its 300-plus hotels to the citrusy aroma of Lemon Tree hotels in India, scent has become a subtle yet influential element in shaping guests' perceptions.

But beware, not all scented marketing is created equal. Overpowering or unpleasant fragrances can backfire, leaving customers with a headache and a negative association with the brand. The key is to find scents that are subtle, complementary to the brand and products, and most importantly, pleasant to the majority of noses.

So, the next time you catch a whiff of something unusual while shopping, take a moment to notice. It might just be a brand whispering sweet nothings (and sales pitches) directly to your subconscious. And remember, in the game of olfactory marketing, the nose that knows has the upper hand.