Scentsibly Speaking

Homewood’s Emily and Kyrsten Dubuc joined a host of attendees and over fifty renowned brand executives at ScentWorld 2014 in New York City last month to learn more about the impact of scent and sensory marketing. Notable marketers in attendance included Victoria’s Secret, Hilton Worldwide, Sephora, Starwood Hotels & Resorts, Lilly Pulitzer, Bulgari, Samsung, Disney and more.

The two-day event featured presentations and workshops from an array of brand and marketing luminaries as well as exhibits from leading scent and sensory marketing solution providers from around the globe. Sessions included a comprehensive introduction to scent and sensory marketing, the latest technology and generating sales leads.

According to ScentWorld,, most brands still concentrate almost exclusively on visual marketing, even though research has shown that strategies which also utilize the senses of smell, hearing and touch are exponentially more effective. Customers experience brands through their senses and form lasting emotional associations and attachments based on that sensory input, so using the senses to connect with them makes excellent business sense.

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