PPB December 2018

Scen t ed Pr oduc t s by Brittany Glenn The Nose Knows F reshly ground coffee. Just-baked chocolate chip cookies. Movie-theater buttered popcorn. A brand-new car. What do these things have in common? Their aromas provoke pleasant memories and stir our emotions when we catch a whiff. “Scent has a very strong connection to the world around us,” says Charley Johnson, senior vice president of sales and marketing for Salt Lake City, Utah-based supplier HandStands. “We smell something immediately when walking into a room, even without cognitively knowing what it is. And then the mind clicks in, becomes curious, and wants to know what it is.” How scent marketing leads users by the nose. 34 | DECEMBER 2018 | GROW