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How marketers target your nose

The quiet but powerful industry of scent branding.

Kimberly Mas is a senior producer at Vox video focused on science explainers.

Marketing is constantly begging for our attention. We’re surrounded by lights, commercials, and advertisements everywhere we go. The constant traffic crowding our vision and pumping through our headphones is effective, but there’s another form of marketing that’s almost too subtle to detect: the marketing for your nose.

The idea of scent marketing might immediately transport you back to a dark Hollister store, with loud music pumping as you desperately try to find the size on the jeans you’re looking at. But experiences like those are few and far between.

Scent marketing has been around for years. We sat down with Farah Abassi, the founder of scent branding company Aroma360, to learn more about the ins and outs of the industry and why “less is more” when it comes to scent.

Check out the video above to learn more about the types of scent marketing and the places that utilize it to enhance your experience. Plus hear more about how it can go entirely wrong.

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