Smells Like Success: How Fragrance Increases Brand Recall
Jul 9, 2025
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Educational
Introduction
What’s the first brand that comes to mind when you smell freshly brewed coffee? What about a warm batch of cookies? Or the crisp scent of a new car?
That’s the power of fragrance. It’s a memorable and an often overlooked branding tool.
At Brand+Aid®, we’re all about helping brands stand out in fresh and innovative ways. Here’s why adding fragrance to your brand experience might be one of the smartest strategies you can use to leave a lasting impression.
The Science Behind Scent: Why It Sticks
Here’s something surprising: people are far more likely to remember something they smell than something they see, hear, or touch. “Odors take a direct route to the limbic system, including the amygdala and the hippocampus, the regions related to emotion and memory.” (The Harvard Gazette - Colleen Walsh) This makes scent a powerful way to trigger emotional responses and anchor memories.
Studies show that people can recall a scent with about 65 percent accuracy after a year, while visual memory tends to drop to around 50 percent after just three months (Mood Media). A subtle fragrance in your packaging or retail space could keep your brand top of mind long after the first interaction.
The Real-World ROI of a Signature Scent
Scent does more than create a nice atmosphere, it drives measurable results.
100 times more likely to remember something we smell over something we see, hear or touch. (Mood Media)
“An additional study in a casino demonstrated a 45% revenue increase for slot machines in scented areas, and a 40% increase in dwell time versus. areas without scent.” (Mood Media)
These are examples of how scent engages customers on a deeper, more emotional level and drives them to act, their behavior isn't just a coincidence.
Why Fragrance Feels Like Luxury
Think of fragrance as your brand’s invisible logo. It is a detail customers may not see but will remember.
Imagine these moments:
A customer opens their online order and is greeted by a custom fragrance card tucked inside.
A customer walks into your pop-up shop and notices a subtle, signature scent in the air.
They light a branded candle they received as a gift and instantly feel connected to your brand all over again.
These are the small, sensory details that set your brand apart in a crowded market.
Simple Ways to Add Fragrance to Your Brand
You do not need to launch a full fragrance line to get started. Here are a few high-impact ideas:
Fragrance cards – Perfect for packaging, mailers, or gift sets.
Custom candles – A thoughtful addition to client gifts or branded retail experiences.
Scented packaging – Tissue paper or boxes infused with a subtle fragrance create a memorable unboxing.
Room sprays or diffusers – Ideal for event activations, retail, and even hospitality spaces.
At Brand+Aid®, we have helped brands incorporate all of these elements. The result is stronger customer loyalty, more repeat purchases, and plenty of “Where did you get that?” moments.
Conclusion
Visuals matter, but scent lingers. It travels home with your customers, sparks memories, and creates an emotional connection your competitors may not have considered.
Whether you're looking to scent your packaging, design a signature fragrance, or add an aromatic element to your retail space, Brand+Aid® can help.
Let’s make your brand unforgettable, one scent at a time. Contact us today!
