Sunday Times 2
Success really does smell sweet
Success smells sweet on women, but men need a musky smell with notes of spicy black pepper in order to give off a whiff of accomplishment, according to a new study.
A panel of 200 of ‘sophisticated noses’ sorted through more than 100 individual smells from stale dirty linen, urine and nail polish to fresh lavender and candy floss, as well as some luxurious perfumes, to see if any of the scents were associated with successful business people.
Men who want to smell successful need a fragrance that blends patchouli with similarly heavy spicy and musky scents such as sandalwood (pictured) and spicy black pepper, the study claims (CC BY-SA 2.0 'Sandalwood' by kinshuksunil)
Surprisingly, expensive designer fragrances were shunned in favour of patchouli – a popular smell associated with joss sticks and – as the scent most strongly associated with successful men and women.
However, it is not enough to wear this scent on its own, as the research by communication company Creston’s Marketing Sciences Sensory Unit found that blends of smells are different for men and women.
Men who want to smell successful need a fragrance that blends patchouli with similarly heavy spicy and musky scents such as sandalwood and spicy black pepper.
While success really does smell sweet for women as patchouli is best mixed with florals, tropical fruits, honeysuckle and saccharine smells, according to the study.
‘People often talk about the “sweet smell of success”, so we thought it would be a bit of fun to challenge our Sensory Unit to find out whether success really does smell sweet’ said Don Elgie, CEO Creston.
‘Our findings show that we do indeed associate floral, sweet smells with successful women while men need to add a touch of spice to up their success status.
The study identified ‘pencil’ as one of the least success-inspiring aromas (Reuters)
‘We all know how important first impressions are in business so we’re hoping these findings could be useful for people going for job interviews and those going through the new business pitching process,’ he added.
The study identified pencil, coal tar, leather and cedarwood, as well as medicinal scents as the least success-inspiring aromas
The company believes that brands can use the knowledge of which aromas are most associated with successful people to tap into multi-sensory marketing.
‘From the makers of stationery to office cleaning companies, giving the impression of success through smell could be just as powerful as the quality of the paper or the décor and furniture in a room,’ said Jane Rudling, Managing Director of Creston’s insight and market research agency.
The firm claims that it is the first time that the ‘smell of success’ has been clearly identified and bottled, but that the idea of using smell to inspire sales success is nothing new.
For years, home owners have used the aromas of freshly baked bread and fresh coffee to make potential buyers fall in love with their house.
© Daily Mail, London
| TOP FIVE SUCCESS-INSPIRING SCENTS FOR WOMEN -Patchouli TOP FIVE SUCCESS-INSPIRING SCENTS -Musk TOP FIVE LEAST SUCCESS-INSPIRING SCENTS -Pencil |