Robb Report - Equal Strategy explains Scent marketing

Faure-Field explains the sense of smell serves as geographic touchstones

Bespoke - Smell

Of all the senses, smell triggers the most intense associations. Smell according to Simon Faure Field of Singapore based consultancy Equal Strategy, is a key to making client spend more time in commercial, retail and hospitality environment.   


Inspired by the work of Danish brand guru Martins Lindstrom, Faure Field decided to combine sound n smell to set cooperate entities from each other when he moved to Asia in the late 1900’s. It’s this practice of scent marketing that makes Equal Strategy uncommon. “Most marketing budget focus on communication to appeal to our eyes, yet often our decision is based on what we smell” says Faure Field.  


Concocting the right smell for a property can take several weeks. “We meet with the general manager and his management team to discuss and refine how the hotel’s brand can be translated into music and fragrance”.  


Smell serves as geographic touchstones and Equal Strategy is sensitive to ensuring its offering create a sense of place and welcoming environment. While scent branding isn’t new- Westin Hotels and Resorts started introducing its White tea scent as part of its aroma marketing strategy in its properties a decade ago- its importance is beginning to gain traction.”We hope businesses realise that sensory branding is every bit as effective as more convectional marketing” Faure Field declares.    


Equal Strategy then formulates an identity statement: potential scent and genre of music are developed on the basis, and before long, the hotel has a “sensory identity”, as Faure Field calls it.  


Equal Strategy crafts a client’s bespoken aroma from the scratch. The company works with a German fragrance company called Drom to customise the scent.   It has a sister brand, Scent Dimension offering off the shelf fragrances. 


Smells serve as geographic touchstones, and Equal Strategy is sensitive to ensuring its offerings create a sense of place and a welcoming environment.  While Westin Hotels & Resorts started introducing its White Tea scent in its properties a decade a go - it's importance is beginning to gain traction.  "We hope businesses realise that sensory branding is every bit as effective as more conventional marketing," Faure-Field declares.