These days, marketers are taking scratch and sniff strips in new directions.
Here’s why: up to 95% of our purchasing decisions are based on emotion…not careful thought. And 75% of all emotions are influenced by smell, says marketing expert Lucas Conley, in his ever-interesting book, Obsessive Branding Disorder.
Naturally, marketers are eager to tap in.
Enter Auracell a plastic
material made by Rotuba. Unlike its unpleasant smelling cousins, Auracell can take on a variety of colors and scents. In fact, humans can detect 10,000 new ordors and Rotuba can provide 33,000.
According to the campany site, "The key to Auracell is Cellulose, a material derived from sustainable resources that’s ideally suited to carrying scent. We can incorporate nearly any aroma imaginable . And then we can customize a color to match it. The result is unforgettable … smells like success!"
Companies are eager to tap that success on unsispecting consumers. Companies like Unilever are releasing a sweet-smelling bottle for their Suave shampoo. Huggies is crawling toward a scented diaper. And there’s cologne scented golf tees, lavender scented cell phones, mimosa scented bangles, and scented caps on lip-balm targeting tweens.
Some video stores even exude a butter-flavored scent and supermarkets plant fruit-punch scented coupon dispenses to lure parents – and children – to Mortrin.
According to Rotuba this is only the beginning. They expect 5% growth each yearand the scent stratgey to remain, well, forever.
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