Trends
8th September, 2025

Neurobranding: The Art of Scent Marketing

Welcome to the world of scent marketing—where unconsciously powerful branding goes beyond visuals and sound, diving directly into your customer’s limbic system.

If you truly want to occupy space in someone’s mind, you need to go straight to the source: their nose.

Here’s the science: smell is the only sense directly wired to the limbic system—the brain’s emotional command centre. It’s where feelings are born, memories are stored, and decisions are made. That means scent doesn’t just influence—it controls.

75% of our emotions are triggered by smell
Most decisions are made unconsciously, based on those emotions
Scent can arouse, calm, activate, and imprint memories
So no, scent marketing isn’t fluff. It’s neurobranding—and it’s changing the game.

Real Brands. Real Impact.

Think of scent as your brand’s olfactory logo. It’s not just about smelling pleasant—it’s about being unforgettable. Holiday Inn’s signature scent isn’t there to remind you where you’re sleeping. It’s there to make you feel like you’re home.

From Abercrombie & Fitch to Singapore Airlines, Westin Hotels to Starbucks—these brands have weaponised scent to create immersive, emotionally charged experiences. When done right, scent marketing doesn’t just enhance your brand. It becomes your brand.

Skratch®: The Scent Architects

From bespoke aroma development to precision deployment, Skratch® engineers scent campaigns that hit hard and linger long. During our Terry’s Chocolate Orange x Costa collaboration, we flooded the space with a scent so accurate, so indulgent, it practically whispered, “Drink me.”

How it works

Custom scent creation tailored to your brand identity
Campaign activation scents tied to specific products or events
Flexible installation: direct injection or venting system
App-controlled diffusion for precision targeting
Camouflaged deployment that blends seamlessly into your space

Industries	Application & Benefits
Retail	Increase dwell time and encourage purchases
Luxury Retail	Reinforce exclusivity and brand identity
Hospitality	Evoke luxury and relaxation
Automotive	Showrooms diffuse “new car” or leather scents to enhance perceptions of quality and exclusivity
Healthcare	Clinics and wellness centers use calming aromas like lavender to reduce anxiety and improve patient comfort
Restaurants & Cafés	Scents of fresh coffee or baked goods stimulate appetite and create a cozy ambiance
Fitness & Wellness	Gyms and spas use energising scents to reinforce wellness branding
Entertainment & Events	Concerts and exhibitions use scent diffusers to create immersive, memorable experiences
Real Estate	Use scent during open houses to evoke homeyness and warmth
Transportation Hubs	Airports and train stations use calming scents to reduce travel stress and improve passenger satisfaction
Theme Parks	Use scent to create immersive experiences
Banking & Finance	Use subtle scents to convey trust, stability, and exclusivity in VIP lounges

Scent: The Invisible Trigger

Scent marketing isn’t a gimmick—it’s a psychological trigger. It arouses, calms, activates, and imprints. It’s the difference between a customer walking by and a customer walking in. Between a one-off purchase and a lifelong memory.

Visuals fade. Words get skimmed. But scent? It lingers. It seduces. It sticks.

So ask yourself: what does your brand smell like?

If your brand doesn’t have a signature scent, you’re missing the most powerful emotional trigger in the human arsenal.

Get in touch with our team of scent marketing experts to discover how Skratch® can help you weaponise scent—and turn your brand or campaign into an unforgettable experience.