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FEEL
And how do you go about it? « Two things must be taken into consideration, mentions Jean-Louis Gusiew, namely the emotion conveyed by the scent and the refinement of the blend. An olfactory blend is made up of a complex series of odorous molecules, which, once combined, no longer allow the singular components that form it to be defined. You could never say that you detect a nectarine or grilled pine nut scent, for example, even if these components may be part of the blend. Thanks to a series of tests conducted on humans using biometrics, we know that one component can create excitement, for example, or that another generates comfort. This is how we refine, and refine, and refine our blends through testing, by analysing the different effects they produce on participants.
EXPERIENTIAL MARKETING
Are olfactory marketing campaigns the next big thing in communications? « Let’s just say there’s plenty to talk about, » jokes Jean-Louis Gusiew. But it still has to be done with the dedication we put into it and the technologies we have access to. Because traditional olfactory marketing, which has existed for a very long time, is, let’s say… anything but exciting. I’m not saying it’s ineffective: we’ve all been tempted to buy a croissant when we found ourselves in a place where the smell of pastry filled our noses. But we’d never associate it with a specific croissant brand. For us, it’s the exact opposite: we want the scent emitted by a blend to be unique to an item—whether it’s a place, an event, a brand, etc. The collaborations we develop with partners and clients are fantastic, because the olfactory factor acts as an experience amplifier every time. And we still have a multitude of avenues to explore. The company Stimulation Déjà Vu, which celebrated its fourth anniversary just a few weeks ago, has already come a long way since its founder, Audrey Bernard, created it. The potential of our contribution to a marketing experience is immense. We continue to have fun with the collaborations and challenges that come our way. »