Winning by a nose

Marketeers have long theorised that you can activate the “buying mood” in customers through their sense of smell: thanks to modern technology, this theory is now a reality.

Scentmaster is a range of highly concentrated fragrance, flavour and deodorising masterbatches designed to give manufacturers and brand owners a competitive edge. 

The technology can be applied to a wide variety of polymers and applications, such as educational products including multi-sensory environments to stimulate children with learning disabilities, helping to keep washrooms smell pleasant and fresh and perfumed polymers in packaging to entice consumers with scents.

Adding scent to polymers is not a particularly new technology, but standard production techniques often produced poor results because fragrances and flavours can easily be destroyed by the high temperatures required during polymer processing.

Thanks to recent advances however scents can now be supplied in a masterbatch format that ensures that all of the fragrance is protected, allowing it to remain fresh and stable and deliver the subtle top notes of a high quality scent.

Another problem with so-called ‘scent marketing’ is that the smell can be too overpowering, or simply wrong – a sure way to drive customers away. Scentmaster masterbatch additives are designed to give an accurate, lasting scent in the final product. Customers can select from a standard range, or request bespoke scent just for their use.

Scent technology can also eradicate offensive smells with deodorising technology. The scent is tailored to confuse the human nose so that it only identifies a pleasant smell instead of the offensive malodour.

Scentmaster can be supplied in high concentrations – typical addition rates are 1% or lower – making it a cost-effective and valuable addition to a product. Almost any flavour or fragrance can be matched or fragrances designed to block offensive or unwanted odours.

Addmaster Marketing Manager Karl Shaw explains: “The relationship between our sense of smell and our ability to retrieve memories and evoke emotions is a proven fact and an established marketing tool.

For example, in a recent case study in cooperation with Nike, two identical pairs of trainers were placed in two separate, but identical rooms. The only difference was that one room was scented with a floral aroma. 84% of customers preferred the pair of shoes in the scented room. They also thought that the trainers sold for an average of $10.33 more than those in the unscented room – a perfect example of perception becoming reality.”

Find out more about Scentmaster technology on stand C28 at Packaging Innovations 2016 at Olympia, London from 14-15 September. 

*Please note that Addmaster was acquired by the Polygiene Group AB in January 2021, so all news articles prior to that date will still be branded as Addmaster.