Ever smell something that instantly brings back memories? Or notice how the smell of freshly baked bread can make your stomach rumble with hunger? While often overlooked, scents impact our emotions, behaviours, and ultimately, purchase decisions. This concept, rooted in the science of “olfactics,” speaks on how our brains interpret and react to different aromas. With the power to alter mood, energy levels, and consumer behaviour, marketing scents can enhance your customer experience and boost sales.
The study of smell
Olfactics, the science of smell, explains how scents affect our brains, bodies, and even how we act. It’s like the meeting point of psychology, brain science, and biology, all working together to understand the amazing world of smell.
It’s all in the brain! Scents have the unique ability to transport us to different times and places, evoking vivid memories and emotions. This connection is due to the processing of olfactory stimuli by the brain’s limbic system, which controls our emotions. So, when you smell something familiar, like suntan lotion or fresh grass, it triggers that emotional part of your brain and brings back those happy memories of summer days.
Scent-induced behaviours and decisions in marketing
Stores use special scents, called “marketing scents,” to influence how you feel and what you buy.
Imagine smelling fresh bread in a bakery or calming lavender in a spa. These scents are carefully chosen to create a positive experience, make shoppers feel good, and even spend more money. Businesses can use scents to improve a visitor’s mood too. Imagine a gym using scents to energise a group class or an office using scents to help employees focus.
Related: Key insights from brands that employ multisensory branding
Here is a list of marketing scents often used to tap into consumer psychology:
Lavender
Lavender’s calming and stress-reducing properties make it a perfect choice for businesses aiming to create a relaxing and peaceful environment.
Best used in:
- Spas and wellness centres
- Yoga studios and meditation centres
- Sleep-related businesses: Mattress stores, hotels, and even libraries
- High-stress environments: Doctor’s offices, dental clinics, and even waiting rooms

Rose
Rose’s elegant and sophisticated aroma evokes feelings of luxury, romance, and pampering. This makes it ideal for businesses aiming to create a refined and upscale experience.
Best used in:
- High-end boutiques and department stores
- Spas and salons
- Jewellery stores and wedding venues

Citrus
The uplifting and energising aroma of citrus fruits like lemon, orange, and grapefruit makes them ideal for businesses aiming to boost mood and alertness.
Best used in:
- Gyms and fitness centres
- Coffee shops and cafes
- Co-working spaces and offices
- Airports, train stations, and hotel lobbies

Vanilla
Vanilla’s warm and comforting aroma evokes feelings of security, happiness, and nostalgia. This makes it ideal for businesses aiming to create a welcoming and inviting atmosphere.
Best used in:
- Bakeries and cafes
- Homeware and furniture stores
- Hospitality industry
Eucalyptus
Eucalyptus’s invigorating and refreshing aroma is renowned for its clearing and stimulating effects. This scent enhances concentration, energy, mood and freshness.
Best used in:
- Offices, libraries, and study spaces
- Gyms, spas, and even medical clinics
- Retail stores, especially those in high-traffic areas
Peppermint
Peppermint’s stimulating and invigorating aroma is known for its mood-boosting and alertness-enhancing properties. This makes it ideal for increasing energy and motivation levels.
Best used in:
- Gyms, fitness centres, and even co-working spaces
Cinnamon
Cinnamon’s warm, spicy aroma offers a unique combination of comforting and invigorating properties. Studies even suggest it can boost alertness and focus, making it perfect for creating a welcoming and inviting atmosphere where customers can linger and explore at ease.
Best used in:
- Retail stores, cafes, and waiting
- Bookstores, libraries, and homeware stores

Related: How to create a signature scent for your brand
Businesses are starting to use marketing scents strategically to create a memorable experience and build stronger connections with customers.
From everyday scents to unique signature fragrances, we help you create an unforgettable experience for your customers with the power of scent. Explore our scent solutions now.