The power of scent is both immediate and evocative. With just a whiff, we're transported to different times, places, and emotions. Scent branding companies tap into this intrinsic human experience—crafting aromas that envelop customers, creating a vivid and memorable brand image.

In an age of relentless visuals and sounds, the strength of a brand is measured by its appeal to our senses: sight, sound, and smell. By crafting experiences that touch these core senses, brands not only distinguish themselves but also forge powerful emotional connections. Brands that foster loyalty enjoy an audience that remains devoted time and time again.
Imagine entering a luxury fashion store, where the subtle scent of sandalwood enhances the modern interior design of the space. Or a spa where the gentle notes of eucalyptus and chamomile promise relaxation even before the treatment begins. These are deliberate, strategic olfactory choices, designed to heighten and complement the brand experience.
From luxury retail to co-branded partnerships, brands across various industries are turning to scent as an effective tool to create memorable experiences. Join us as we explore the world of scent branding, including the process behind crafting olfactory customer experiences.


You may ask why a branded smell matters to your business. If we step back for a moment, the primary reason why brands are successful is their ability to separate themselves from the rest. In that context, a branded smell can be designed to represent one unique “branded house”. Conversely, several scents can be designed for brands that are independent of one another yet operate under a single corporate “umbrella”.


Rooted deep within our brain’s frontal lobe, our sense of smell is inextricably linked to memory and emotion. Research reveals that humans recall scents with a remarkable 65% accuracy even a year post-exposure, emphasizing the long-lasting impact of olfactory experiences. This makes branded scents an invaluable tool for businesses aiming to improve brand recall and deepen customer engagement.

Brands have personalities

Brands, like people, have personalities that resonate with their audience. These traits are anchored in a brand promise, which is more than just a commitment to quality; it’s about creating a memorable immersive experience. Some people wear their signature fragrance daily, and others play with perfumes like they would their accessories, switching from an evening to a morning work scent. Similarly, a brand may apply a signature branded scent, or it can be interchanged based on the seasons such as spring, fall and holidays.

An effective brand voice

There are over 400,000 distinct odors: each can directly influence our perceptions about a brand. And when a scent is infused with visuals and sound, we create a unique brand voice that audiences can recognize and engage with.

Standing out from the rest

Delivering an immersive experience is a means to distinguish yourself. But how does scent help? Take a fashion brand catering to young athletic women as an example. That audience may lean towards a branded scent that is made of vibrant notes of red rose, fresh white moss and invigorating green tea. On the other hand, a men’s hair salon will choose a scent that includes the warmth of sandalwood, refreshing vetiver, and the woodiness of cedar.


Designing a unique scent for a brand isn’t a one-size-fits-all endeavor. It’s a detailed journey that starts with an understanding of the core elements and objectives of your brand. Scent branding companies rely on smart differentiation strategies that leverage the power of scent. Through collaborative discussions with the client, they explore elements of the storyline that are relevant to the creative process. The result is a beautiful fragrance that is unique to the client’s business.

But having a great scent is only one step. You also need a way to share it. That’s where scent delivery systems come in. Some brands use diffusers to spread the scent evenly. Others might choose candles for smaller spaces.


There are several reputable companies that recognize the importance of scent branding. Part of their creative team includes perfumers who are experts in the art and science of creating branded scents. Here’s a look at some of these firms:

Karl Winters

For luxury brands seeking a unique signature scent and branded candles, Karl Winters is a pioneer in the field. This scent branding firm specializes in the creation of custom fragrances designed to differentiate and elevate the customer experience.

Air Aroma

Air Aroma’s legacy spans two decades, making them experts at customizing fragrances that linger in customers’ memories. Their global presence is testament to their proficiency at shaping a brand’s sensory tale.

Branded Smell

At the intersection of brand personality and olfactory artistry sits Branded Smell. Their process begins with understanding a brand’s DNA, then translating that into a signature scent that’s unmistakably unique. By weaving emotion, memory, and story, they ensure that a brand’s signature scent is something truly special.


Scent branding transforms art into strategy. With a signature aroma, customers often feel more engaged. They linger. They explore. The longer they stay, the more they buy. This not only boosts immediate sales but fosters long-term brand loyalty.

The possibilities stretch beyond the immediate ambiance. Think of bottling that brand essence into candles, room sprays, or personal perfumes. These serve as perfect gifts while adding a new revenue stream for the business. Every time a customer lights that branded candle or sprays that fragrance at home, they’re re-engaging with the brand on a personal level.


Crafting a branded scent is a detailed journey of 3-4 months, but can take as long as 6 months, depending on the complexity of the brief. Here’s how the process typically unfolds:

Week 1

It starts with a detailed consultation with the scent branding firm. In this session, brands share their objectives, goals, and core identity elements. The brand’s visuals, story, main ingredients, and even playlists come into play. The goal? To create a scent brief that paints a clear picture of what feeling the fragrance should evoke.

Weeks 2-3

The brief serves as a source of inspiration for the perfumer – establishing a direction for the creative process. In many instances, the perfumer invests time researching topics and subject matter that is directly related to the client’s vision. A wide variety of ingredients are considered, which ultimately paves the way for the scent’s main theme and overall structure. Within 2-3 weeks, one or more formulas are ready for client evaluation.

Weeks 4-6

After experiencing the first scent version, 90% clients are satisfied with the fragrance, and can proceed with production. In some cases, the customer provides feedback such as intensity of notes, and the possibility of adding or removing certain ingredients. The perfumer takes this feedback, tweaking and refining the scent accordingly.

Weeks 7-8

The second version of the scent rolls out. The goal here is to ensure that the customer and brand leaders are satisfied with the final fragrance.
By the end of the 8th week, the brand has a unique, signature fragrance to call its own. Plus, they hold exclusive rights to the formula, ensuring their scent remains distinct and proprietary.


Behind every captivating candle lies the mastery of fragrance oils. They are the silent narrators of a candle’s tale, shaping every moment it illuminates. Here’s a look at what the best candle brands prioritize for creating unforgettable olfactory experiences:

spas & beauty salons

It’s no secret that aromas can boost positive emotions and mitigate stress. Spas, recognizing this, have begun to infuse specific scents into their atmospheres to enhance the client experience. Scent branding companies have seen burgeoning interest from spa establishments. Margaritaville Beach Resort’s spa, for example, were keen on creating a distinct olfactory identity, understanding that while visuals and music are vital, a signature scent amplifies the relaxation experience.


Hotel scent marketing isn’t a new concept, but its effectiveness is undeniable. By infusing lobbies and rooms with strategic scents, hotels foster a sense of welcome and warmth. Renowned hotel chains like The Westin, The Ritz-Carlton, and Shangri-La have long recognized this, leveraging scent for brand identity and recognition. Hotel candles & diffusers also become a memorable way to communicate the brand narrative.


Casinos are spaces of sensory overload, and savvy establishments understand the impact of scent programming. The Aria Resort & Casino is known for its luxurious decors and fancy restaurants, but they have also introduced a distinctive scent known as Asian Garden, This subtle white floral blend of jasmine and lily of the valley mixed with woody notes and vanilla introduces instant brand recognition among local and international visitors.  The high level of interest for Asian Garden has prompted MGM Resorts to develop an assortment of branded merchandise such as scented candles, diffusers as well as incense sticks.

co-branded partnerships

Sometimes, two brands join forces, amplifying their message and reach. A classic example is the collaboration between Intercontinental Hotels and luxury brand Byredo. Celebrating its 75th anniversary, Intercontinental Hotels introduced an exclusive bathroom amenities collection by Byredo, a brand known for its  emphasis on authenticity and fragrance quality. Such collaborations underscore the profound ability of scent to transform everyday experiences into memorable, sensory-rich encounters.