The pursuit of deeper consumer engagement has led brands to pay increasing attention to the role of scent in shaping lasting impressions. While visual and auditory branding strategies remain common, businesses are now exploring how olfactory experiences can strengthen emotional bonds and reinforce brand identity. As companies such as SoulCycle, Abercrombie & Fitch, Westin Hotels, and the TV series Yellowstone introduce signature fragrances, the influence of scent in creating powerful brand memories becomes evident. A growing number of organizations see scent as a pivotal element that can shape perception and purchase behavior, even as digital transformation blurs traditional boundaries between brand and audience experiences.
Unlike earlier marketing strategies that primarily emphasized logos, music, or slogans, the current trend underscores the scientific and emotional potency of scent. Previously, scented environments were limited to select hospitality and retail brands, but the expansion into various sectors—entertainment, fitness, and even museums—shows a shift in how scent is leveraged. Recent reports highlight an increased adoption of customized fragrances, far beyond the narrowly focused use seen years ago. These developments suggest a broader recognition that scent can influence brand recall and drive consumer interaction more directly than visual or auditory cues alone.
Why Are Brands Focusing on Scent Now?
Brands are focusing on scent because it directly interacts with areas of the brain linked to memory and emotion, bypassing the usual sensory pathways. This connection allows fragrances to evoke stronger memories and emotional reactions than other sensory inputs. As customer trust in large organizations becomes more fragile, brands seek more authentic ways to foster community and loyalty, with scent offering an underused way to deepen consumer relationships.
Which Companies Are Leading the Way with Signature Fragrances?
Brands like SoulCycle have integrated a grapefruit-scented candle created by Jonathan Adler into their studios, a scent that is now available for customers to purchase and use at home. Westin Hotels and Ritz-Carlton adopt signature scents such as White Tea to create lasting impressions in their spaces, while retailers like Abercrombie & Fitch and Restoration Hardware use fragrances like Fierce to reinforce their identity. The Museum of Pop Culture in Seattle has introduced a custom fragrance as a take-home experience, reflecting an emerging pattern among cultural and experiential brands.
SoulCycle said, “The unique aroma of our studios became part of the ritual for many riders.”
How Can Brands Implement an Effective Scent Strategy?
Effective scent strategies require brands to identify the rituals and spaces where consumers most meaningfully connect with them—whether in physical stores, online encounters, or through products used at home. Companies are advised to pilot fragrance concepts before a full rollout, adapting based on consumer feedback and measurable impacts on engagement. With technological advancements like artificial intelligence in olfactory design, even smaller brands can now develop and deploy tailored scent profiles rapidly and affordably.
Westin Hotels stated, “Our signature White Tea scent is an essential part of our guest experience.”
Developments in artificial intelligence are democratizing the creation of signature fragrances, once restricted to major luxury brands with access to high budgets and specialized expertise. Brands can now efficiently convert descriptions and brand imagery into unique fragrances, ensuring that their scent remains both memorable and authentic. This accessibility levels the playing field and enables broad experimentation in multi-sensory branding strategies.
Scent continues to play a vital yet sometimes overlooked role in the customer experience. As more brands recognize its psychological impact and value for emotional connection, new opportunities arise for creating meaningful consumer touchpoints. Companies that invest in an evidence-based scent strategy may find measurable benefits in brand loyalty, recall, and differentiation. For those considering this approach, collaborating with fragrance design experts and utilizing feedback-driven iterations will be crucial. Signature scents not only reinforce brand identity, but they can be extended into new product lines, contributing to both customer satisfaction and revenue growth.
