Insiders guide to Event Fragrancing

BRA recently conducted an interview with Brenda, one of the brains behind Brandaroma and found some very interesting information. Brandaroma is one of the world’s leading fragrance branding companies. They have found that by targeting all five senses rather than the usual four: touch, taste, sight and sound, there is greater retention of your brand and its message.            

1.         How long have you been in the business?
We have been in the business fragrancing our valued clients around the globe for over ten years.
2.         How closely do you work with your clients when it comes to choosing a scent?
Extremely close. It is vital to understand the clients “brand positioning” and how they want their customers to feel.  The process of choosing a signature scent starts with a briefing session, followed by our team facilitating The Art Of Alchemy workshop to determine what they do and don't like. This creative process provides the client's brand and communications team to understand how they arrived at their signature fragrance. This process ensures that their audience captures a great experience.
3.         Are your scents set or are they adjusted to be unique to the client?
They are bespoke and custom designed, just like a logo, once a client has chosen their fragrance, they are the only client that has access.
4.         Do you offer one-time use scenting or is it aimed at continuous multi-use?
A once off usage is generally cost prohibitive. Our contracts are based on renting our equipment including servicing and maintenance by our technicians. Brandaroma's focus is providing end-to-end business solutions and making sure we provide a great customer experience.
5.         How long does the process take to make a scent?
Generally 4 – 6 weeks, but this process can be sped up if the client has a deadline to meet.
6.         Are there trends in scents and if so, what is the current trend?
Much like fashion trends, there are always trends in fragrance introduced for the spring/summer and autumn/winter collection. We are also experiencing Celebrity/Designer collaborations, which are fast moving into the corporate scent world.  We are also seeing a shift with interest in woody masculine fragrances being requested more often, as retailers target the male buyer, whereas traditionally they were mostly interested in floral female fragrance solutions.
7.         What inspires you to come up with ideas? Is it the company, season, location, etc?
Inspiration comes in many forms. Whilst working in collaboration with our clients we are generally guided by them, however, any scent can be designed, with the fragrance world unlimited. Although we all do have our favourites at the office, each time we create a new fragrance, our staff pegs yet another shiny new favourite to their collection; until the next batch arrives! The latest in our collections is the FRESHEST AIR ON EARTH (a science/perfumer collaborated inspired by Cape Grimm, TAS) and we have also just created NEW CAR LEATHER, for an automotive client.
8.         What would you say the benefits of having a scent at an event are?
Scent has a remarkable effect on people, you cannot turn it off. The olfactory gland that sits at the front of the brain is the emotional side, 75% of our emotions are generated by what we smell.  Traditional marketers use sight and sound, but research shows that if you are not using all five senses, then you are not truly engaging a long term bond between your brand and your customer. 
9.         What was your favourite event to be involved in?
We have just finished a role out for a large financial institution.  We worked alongside their marketing, brand and communications team to design their signature fragrance. We are now in the process of producing a candle range for their corporate gifting.  We will then look at designing a portable fragrance unit they can use at their events.  The entire sensory experience you have with them will then translate beyond a transaction.  It is very exciting!