And how do we go about it? Two things must be taken into consideration,” says Jean-Louis Gusiew, “the emotion conveyed by the odor as well as the refinement of the assembly. An olfactory assembly is made up of a complex series of odorous molecules, which, once put together, no longer allow us to define the singular components that form it. One could never say that one detects a nectarine or a roasted pine nut scent, for example, even if it is possible that these components are part of the assembly. Through a series of human biometric tests, we know that one component provides excitement, for example, or that another generates comfort. This is how we refine, and refine, and refine again our assemblies over time, by analyzing the different effects they have on participants.
Are olfactory marketing campaigns the next phenomenon in communications? Let’s just say there’s plenty to talk about,” says Jean-Louis Gusiew. But it has to be done with the diligence we put into it and the technologies we have access to. Because traditional olfactory marketing, which has been around for a long time, is, let’s face it… anything but exciting. I’m not saying it’s not effective: we’ve all been caught trying to buy a croissant when we found ourselves in a place where the smell of the pastry was getting to our nose. But we will never associate it with a specific brand of croissants. We are the opposite: we want the smell that emanates from an assembly to be specific to an item – be it 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. 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.