为什么要用香味进行品牌营销

 

"香氛让我们联想到过去的回忆,几个世纪以来,它一直以不同的方式用于不同的用途,对埃及人来说,香氛就像灵魂一样难以捉摸,尤其是用于将富人尸体防腐或试图获得永生。"

可可·香奈儿(Coco Chanel)可以说是气味营销和嗅觉品牌推广的第一个实例。这是一个完全没有意识到的选择,以至于都没有香水名字。

Maybe the very first experience of scent marketing and olfactory branding was the one of Coco Chanel. It was a completely unaware choice that did not yet have a name.

 

 

1920年5月,可可·香奈儿选择了调香师恩尼斯·鲍的第五款香水方案——香奈尔5号。随后酒店的门卫立即招呼Chanel的员工,在她的时装店、客厅和通往她的私人寓所的大楼梯都洒满香奈尔5号香水以恭候她前往。

In May 1920 Coco Chanel chose the fifth fragrance proposal of the perfumer Beaux–Chanel Nº 5. that led to her private apartment , SCENTED with the fragrance Nº5.

 

 

如今,为什么需要用香味进行品牌营销呢?

Nowadays, why is it necessary to brand yourself with a scent?

 

 

气味已经成为了一个越来越有效的品牌营销利器,可以抵达顾客的内心。

And Scenting has become an increasingly effective branding tool with the power to reach the hearts of clients.

 

 

用更丰富的维度捕捉消费者的心智,比如嗅觉营销,用感官链接消费者的认知。当顾客在他们喜欢的商店购物,或者入住在SPA会所放松时,这是在日常生活中寻求不同的体验,并且尝试一些新的和事物,气味使这样的时刻变得特别,给客人留下难忘的回忆。

Olfactory Marketing.When clients shop in their favourite stores or stay in hotel or relax in the SPA.

look for extraordinary to forget about the everyday life and try out something new. unsealing hidden worlds.

 

 

嗅觉有一种力量,可以把你带到另一个空间和另一段记忆。香氛是开启内心旅程的载体,是一种强大的刺激和唤醒的手段,是品牌空间布局中与光线、声音一样重要的组成部分。

你的客户就算闭着眼睛,弥漫在商务空间内的标志性香味也可以让他们看到一切!

The sense of SMELL has the power to transport out of you, Perfum is a for a inner journeying, a powerful means of stimulation and evocation,  Your clients’ eyes might be closed, but the signature scent diffused in the business space let them see the INVISIBLE!

 

为品牌量身定制的标志性香水的设计流程是什么?

Which is the process for the design of the Signature Scent tailored to the Brand?

 

 

对于需要创建自己的嗅觉标志的客户,会对品牌进行详细分析。例如,对于精品酒店,为了设计一款量身定制的香味,我们经常需要在酒店入住;如果是为SPA会所设计香味,我们会在那里度过一整天。这是为了充分了解特定场所的环境和特征。

In the field of luxury hotels, we often sleep at the hotel for which we have to design a tailored fragrance or if we work for a SPA we spend a full day in the SPA resort. This is to fully understand the atmosphere and the personality of the place.

 

 

标志性香味由我们的专家在法国格拉斯和意大利佛罗伦萨的实验室里制作而成;他们创作了2000多种香氛。如果你认为音乐是7个音符的组合,那么我们为客户制作的香味作品却是无穷无尽的。

同时也会考虑客户所在国家的起源、历史和文化。否则,用“嗅觉的方式”,我们无法创作出一款真正代表品牌身份的香水。

Signature Scents are created by our experts inside our laboratories in Grasse, France and in Florence, Italy;  the creations we can make for our clients are truly endless.

我们分析和研究最美的文化,并感受最美的世界。比如SKP百货公司、日本的丽思卡尔顿酒店、迪拜的阿联酋航空飞行学院、多哈的老佛手百货、突尼斯的四季酒店、瑞典的At Six连锁酒店、迈阿密的一些连锁商店和民宿,以及歌诗达邮轮公司。

As in the case of the Chinese SKP Departments Stores, The Ritz-Carlton in Japan, The Emirates Flyght Academy in Dubai and Les Galeries LaFayette in Doha,  to sail the distant seas with the Costa Crociere.

 

 

为品牌量身定制独一无二的标志性香味时,通常会用一个系列不同的香味来设计。

我们通常为某个品牌或者酒店或者特定场所设计一款标志性香味。标志性的香味是由不同的嗅面配制而成,因此在不同的区域可以散发不同的香味。

例如,我们为北京和西安的SKP百货公司制作了一款可以明确代表SKP品牌身份的标志性香味。这种香味弥漫在两家百货商店的入口处、专用区域、电梯里以及公共区域。但是每一楼层和每一品类的产品区域的香味都会根据该楼层销售的产品类别而具有不同的特点。

For example, for the SKP department stores in Beijing and Xi’an . different characteristics based mainly on the product category that is sold in that floor.

 

 

为SKP设计的嗅觉品牌项目由14种香味组成,它们各不相同,但又相互协调,从标志性香味开始,在10层大楼里分支成13种不同的嗅觉面并且传递不同的嗅觉情感。

The Olfactory Branding project designed for SKP is an Olfactory Journey of 14 fragrances,  that starts with the Signature Scent and branches off into 13 different facets and different olfactory emotions inside the 10 floors building.

 

 

另外,多哈的老佛爷百货也选择通过在空间内散发一系列连贯的香味开启嗅觉之旅。

Also Les Galeries LaFayette in Doha have chosen for an olfactory journey with the diffusion of a coherent range of fragrances in the structure.

还有东京丽思卡尔顿酒店的案例,该酒店选择绿色柑橘果木类作为标志性的气味,同时还在酒店的某些区域散发不同的香味。翠竹用于SPA会所,以及玫瑰花瓣(让人想起新娘的美丽温柔以及一生中最重要的日子之一)用于举办婚礼的教堂。

We can also mention the case of The Ritz-Carlton Tokyo that has chosen to accompany its guests in the Hotel with a Signature Scent identifying the structure (Green Citrus) but also to scent some areas of the hotel with different fragrances.

Crystal Bamboo for the SPA and Rose Petals (which recalls femininity and the beauty of the bride and one of her most important days.) for the Chapel, where weddings are celebrated.

 

 

标志性的香味是否经常发生变化?

Does the Signature Scent or Olfactory Journey change frequently?

 

标志性香味不会经常更换。这是经过深思熟虑并且与客户一起决定的。比如古驰,只有在亚历山德罗·米歇尔新任创意总监时才改变了香味。他个人为店里选择了一种完全不同的香水且更能符合品牌全新的战略思想。至于在阿玛尼家居门店以及阿玛尼米兰和迪拜酒店用的香水,是由乔治·阿玛尼亲自挑选且至今从未更改过。

The Signature Scent is not changed very frequently. It is a very thoughtful choice and is shared with the customer.

For example, with Gucci. As for the fragrance spread in the Armani Casa stores and in Armani Hotel Milano and Dubai, Giorgio Armani himself chose the fragrance to be diffused and has not been modified since that day.

如何与一个你从未见过的人建立关系, “香味是商店与客户的持久纽带,也能在关门之外持久”。

 
 
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创建时间:2021-07-21 14:12

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