Why scent marketing is popular in hotels and shops in Singapore?

DNHN - A fundamental reason for scent marketing is that many people assume memories will last longer if emotions are associated with scents.

Upon entering the hotel lobby on a business trip to Singapore, a British financial industry executive was greeted by the scent of a blend of fragrances, including the scent of white jasmine.

“I recognized the scent immediately when I entered the hotel,” said the guest at The Fullerton Bay Hotel Singapore, a five-star hotel near the city's financial district.

“Scent at Fullerton” is just one example of how businesses in Singapore use scent marketing. “Scent” is in industry jargon a complementary move intended to make a lasting impression on customers.

Gino Tan, national general manager of The Fullerton Hotels and Resorts, said: “We want all guests to walk through our hotel corridors to combine our signature scents to create special experiences, unforgettable memories and unique stories at Fullerton. The Fullerton scent has become strong and associated with our brand over the years.”

Scent marketing is not only available in luxury hotels but also in many places.

Shoppers entering the upscale ION Orchard mall will notice the aroma of white tea (a product made from the Camellia sinensis plant). The Singapore Airlines lounge at Changi Airport greets guests with the original Batik Flora fragrance. Scented products, developed in 2021 as part of a branding initiative.

A fundamental reason for scent marketing is that many people assume memories will last longer if emotions are associated with scents.

Jason Lee, founder and CEO of La Parfumerie, a Singaporean company that runs the scent business under the Scent by SIX brands, said: “Scented hotels and shopping malls have been a trend in places like Manila and Jakarta before it became popular in Singapore.”

“This may be lifestyle-related. After spending many hours in traffic jams or the hot sun, and suffering from the dusty air, if you step into a mall or hotel surrounded by fragrance, it is a far-fetched experience that you will appreciate. This will have a positive effect on you,” Lee said.

Lee said orders are growing from retailers, restaurants and office buildings. The company develops fragrances for corporate clients, charging up to about S$3,000 ($2,160). Equipment maintenance and management costs for a small hotel range from S$300 to S$500 a month.

Andrew Macpherson, head of property development for the Asia Pacific at real estate services firm JLL, said: “Building occupants have a higher sense of and demand for health and wellness where they live. To meet that, homeowners and building managers are always looking for ways to improve the overall atmosphere in buildings to attract and retain long-term residents and visitors.”

He said: “Scent is a key element, previously seen mainly in the hospitality industry but now making its way into offices and high-end retail as a way to differentiate themselves to the customer experience”.

But people will have different reactions to scents. “These perfumes are very fragrant, but I like it only when it is subtle,” says Ginny Gay, Singaporean art director at a creative agency, “In some places, the scent is too strong and makes me dizzy.”

Lyly