Scent can affect people‘s mood and memory. With the continuous development and occupation of vision and hearing by marketers, the new sensory field of smell has aroused the interest of modern marketers. Marketers hope to add olfactory marketing on the basis of vision and hearing to realize a full-scale sensory experiential marketing model. Once this method was mainly used in the sales of fragrance products, but now it has been widely used in various brands. Businesses are gradually realizing that scents, such as logos, can be used as a unique and representative symbol of a brand. When consumers smell the same scent, they can generate corresponding brand associations and outline the brand image in their minds.

Divided from the marketing purpose, the olfactory marketing model can be roughly divided into two types:

 1.

The main purpose is to establish a brand image, the selection of fragrances focuses on how to establish a good image for the brand, and the marketing process emphasizes the formation of popular and trustworthy brand recognition and brand associations in the hearts of consumers, and ultimately increases the willingness to consume. Most of this odor needs to be unique and representative, and it is more common in high-end brands.

2.

The main purpose is to promote the interaction between the brand and consumers, and to pursue breakthroughs in marketing through scent creativity. In the marketing process, it is emphasized to capture the curiosity and willingness of consumers to try, or to bring freshness to people’s daily lives. Sense is also an effective way of thinking.