Scent marketing and events: how to make a lasting impression

At trade shows, launch parties and pop-up exhibitions, brands compete to capture visitors’ attention with ingenious ideas. Spectacular sets, lighting effects, sound performances… everything seems to have already been explored. However, one sensory lever remains under-exploited: smell. By mobilising this sense, event scent marketing creates a memorable experience that leaves a lasting impression on participants.

Used appropriately, a room fragrance can transform a simple event into a true sensory experience.

A fragrant atmosphere in a trade show or a brand’s signature scent become much more than a decorative detail: they embody identity and evoke immediate emotion.

In a context where visitors move from stand to stand and presentation to presentation, a consistent, subtle and recognisable fragrance provides a strong emotional reference point, one that, several days later, will prompt them to say: ‘I remember that stand, it smelled…’

This guide is intended for event professionals, marketing departments and communications agencies wishing to exploit the potential of scent.

You will discover why scents leave a lasting impression, how major brands incorporate them into their events, and what best practices can be used to turn them into a powerful tool for enhancing the customer experience. From choosing the right scent to the logistics of diffusion, every aspect of sensory marketing applied to events will be addressed in a practical and professional manner.

The objective: to assist you in designing multisensory events where fragrance becomes a language in its own right – one of emotion, differentiation and memory.

Why smell makes an event unforgettable

The power of olfactory memory in event marketing

Smell is the only one of our senses directly connected to the limbic system, the seat of emotions and memory. Whereas an image or sound is quickly forgotten, a smell can resurface years later, intact, with the same emotional intensity. It is this mechanism that scent marketing exploits to transform a simple visit into a lasting memory.

At a trade show, for example, a stand can be visited in a matter of seconds. But if visitors associate it with a specific fragrance – fresh, woody, sweet or floral – the sensory experience will remain in their memory much more firmly than a visual presentation. This is the famous Proust madeleine effect applied to brand communication. By developing a signature scent for its events, a company creates an emotional imprint that lasts well beyond the duration of the event.

This olfactory memory is all the more valuable in a professional environment saturated with stimuli. Where sight and hearing are overstimulated, fragrance becomes a discreet but powerful channel of differentiation. It acts as an invisible thread connecting the brand to its visitors. A well-chosen scent is not just pleasant: it embodies a company’s DNA, its promise and its personality.

Stand out at a trade fair with a signature scent

In an exhibition space where dozens of stands compete with visuals and slogans, the scented atmosphere of a stand can become a strategic asset. A coherent olfactory concept attracts attention in a different way: it appeals without noise, intrigues without being intrusive. Visitors stop, curious, sometimes without knowing why. The scent then becomes an emotional gateway to the brand’s universe.

Some companies go even further by developing their olfactory identity as a branding element in its own right: the same fragrance is used for the stand, invitations, gift bags and products on display. This consistent olfactory thread creates sensory continuity and promotes long-term brand recognition. At a trade show or launch event, this consistency translates into positive word of mouth: ‘That stand smelled so good’ becomes a distinctive marker.’

Increased audience engagement and emotion

Beyond memory, fragrance also has an immediate effect. It influences mood, perception and behaviour. A relaxing scent can encourage visitors to linger at a stand; an invigorating note stimulates energy during a dynamic presentation. In a product launch, scent amplifies sensory storytelling: a floral fragrance for a feminine universe, woody for a masculine brand, or marine to evoke freshness and modernity.

Olfactory emotions generate engagement: they encourage interaction, curiosity and memorisation of the message. At a fashion show, exhibition or corporate event, subtle diffusion supports the staging and enriches the experience. Olfactory scents are not limited to ‘perfuming a space’; they construct a sensory narrative that amplifies the brand message.

Examples of successful use of scent marketing

The integration of scent into a professional event is not a matter of improvisation: it is based on specific strategies and choices that are consistent with the brand’s positioning. Whether it’s a trade show, product launch or exhibition, event fragrances can be used to visually convey an emotion, assert an identity and extend the visitor’s experience.

Trade fairs: attracting visitors through their noses

At a trade show, brands have just a few seconds to capture attention. The sense of smell, often overlooked, becomes a powerful tool for differentiation. Imagine a car manufacturer diffusing the scent of new leather in its exhibition space: the smell immediately evokes comfort and luxury, reinforcing the consistency with the vehicles on display.

Another example: a company specialising in wellness or cosmetics chooses a soothing plant or floral fragrance to encourage visitors to slow down and stay longer at its stand. In both cases, the strategy is based on a key principle of sensory event marketing: prolonging interaction time and promoting a memorable emotional experience.

Some brands go so far as to create a real olfactory journey at their stand, with distinct scented areas depending on the products on display. This olfactory scenography, combined with clear storytelling, stimulates curiosity and promotes emotional memorisation for visitors.

Product launches: creating complete immersion

Scent marketing for launches is particularly effective when it comes to reinforcing a brand universe. At a perfume launch, diffusing a key note of the fragrance in the showroom immediately immerses guests in the essence of the product. But the process extends far beyond perfumery.

For the unveiling of a technological or automotive product, an ozone or metallic scent evokes modernity and performance. Conversely, a food or artisanal brand may favour gourmet notes (vanilla, honey, warm bread) to elicit conviviality and emotion. These choices create sensory consistency between the message, image and perception of the product.

Luxury brands such as Dior and Chanel have already used this technique to enhance their immersive events. At the launch of Gris Dior perfume, a fragrance diffused throughout the reception area replicated the product’s signature scent, amplifying the brand’s identity and immersing guests in its world from the moment they arrived.

Cultural events and immersive experiences

The sense of smell in cultural events is another remarkable area of experimentation. Museums and art galleries are now collaborating with perfumers to design immersive olfactory experiences. The aim is to complement the visual and auditory dimensions with subtle sensory stimulation, enhancing the visitor’s emotional response.

A history museum, for example, can recreate the atmosphere of a bygone era with scents of polished wood, leather or incense, while a contemporary exhibition might use mineral and abstract notes to emphasise the modernity of its message. These initiatives, though still rare, demonstrate the potential of event marketing as a vehicle for immersion and meaning.

In short, whether it’s a B2B trade show, a high-end launch or an art exhibition, ambient fragrance is a universal language. It goes beyond simple decoration to become a strategic staging element, conveying identity and memory.

How to incorporate scent marketing into your event

Integrating scent into an event requires method, consistency and technical expertise. Successful scent marketing is not based on simply diffusing fragrance, but on a carefully considered sensory experience where every detail – fragrance, intensity, location, timing – contributes to the overall consistency of the experience.

Choosing the right fragrance for your brand

Every project begins with one key question: what emotion do you want to evoke?

The chosen fragrance must convey the message that the brand wants to convey. For a premium event or luxury brand, woody, amber or leather notes are preferred, as they are synonymous with sophistication and refinement. Conversely, a brand focused on innovation and technology will opt for ozone or metallic fragrances, associated with modernity and precision.

When launching a product, consistency is key. If you are presenting a natural or sustainable range, green, floral or aromatic notes will reinforce the authenticity of your message. The aim is to create an event-specific scent signature that is faithful to your brand identity while adapting to the context of the venue and the expected audience.

Professional home fragrance manufacturers can design bespoke compositions based on a sensory brief: brand values, audience profile, duration and type of event. This collaborative work between perfumer and organiser forms the basis of a relevant olfactory design.

Technical broadcasting: what solutions are available for a temporary venue?

Once the fragrance has been selected, the question of diffusion technology arises. In events, the priority is to preserve the integrity of the fragrance while ensuring even distribution. Cold mist diffusers are the most suitable solution: they transform the pure fragrance into micro-particles without heating it, thus preserving all its olfactory notes.

Depending on the layout of the venue, there are several options available:

• Portable, battery-powered diffusers, ideal for isolated stands or corners.
  
  
• Discreet fragrance diffusers or terminals, designed for reception areas and large rooms.
  
  
• Systems connected to the venue’s ventilation system for larger spaces or long-lasting events.

Air volume and circulation must always be taken into account: a large hall requires several diffusion points to ensure consistent fragrance distribution. Conversely, an excess of fragrance in a closed room can become unpleasant. The expertise of a professional diffuser manufacturer allows the power and frequency of diffusion to be adjusted in accordance with current standards (particularly in terms of safety and allergens).

Strategic timing and location

The timing of diffusion plays as crucial a role as the choice of fragrance. At a trade fair, it is advisable to intensify diffusion at peak times, for example during a demonstration or speech, and then reduce it when attendance drops. This helps maintain olfactory freshness while avoiding air saturation.

The positioning of diffusers must also be strategic: near reception areas, in high-traffic areas or near the flagship product. However, avoid catering areas or confined spaces where odours may interfere. Controlled diffusion should envelop the visitor, not overwhelm them.

Communication about the olfactory experience

Finally, don’t let the olfactory experience go unnoticed. Informing visitors about this approach reinforces the qualitative perception of the brand and promotes conscious memorisation. A simple message on a sign, a scented card or a mention on a screen (‘You can smell [name of scent], our exclusive fragrance for this event’) is enough to transform a sensation into an element of sensory branding.

Some brands extend this approach by offering olfactory souvenirs, samples, scented brochures, or diffusion in post-event sales outlets to maintain the emotional connection created during the event. This continuity promotes olfactory recognition and embeds the brand in the sensory memory of participants.

Precautions and best practices

Event scent marketing is a powerful tool for evoking emotion and differentiation, but it requires rigour and discernment. Poorly calibrated diffusion or an ill-chosen fragrance can quickly produce the opposite effect: annoying visitors, muddying the brand message, or even detracting from the overall experience. Here are some best practices to follow to ensure a harmonious, professional result that respects your audience.

Consider the audience and allergies

The first priority is to consider the well-being of all participants. In a space open to the public, sensitivities vary greatly. Some people may be sensitive to fragrance molecules, while others may simply be bothered by an overly strong scent. To avoid any discomfort, it is essential to choose light, balanced fragrances.

Sensory marketing professionals recommend providing a neutral, fragrance-free zone at large events, or carefully controlling the intensity using programmable diffusers, which is a much-appreciated touch.

Finally, it is best to avoid overly divisive fragrances such as smoked leather, intense patchouli and heavy incense, which are likely to polarise reactions. The aim is to achieve an olfactory consensus: a pleasant, identifiable but subtle scent that encourages acceptance.

Multisensory coherence

A fragrance, however pleasant it may be, must above all serve the narrative of the event. Perfume is part of a whole, just like lighting, sound and décor. Multisensory consistency is therefore essential to ensure a fluid and natural experience.

For example, a car launch focused on technological innovation will favour modern, ozone-like, metallic, slightly mineral notes, in keeping with a sleek, high-tech universe. Conversely, a prestigious event in the hotel or jewellery industry will be better suited to warm, refined fragrances that evoke elegance and rarity.

The most common mistake is to use a ‘default’ scent without any strategic thinking. However, an inappropriate scent creates sensory dissonance: it clouds the message and breaks the immersion. Working with a professional home fragrance manufacturer ensures that this overall consistency is relevant.

Ephemeral yet lasting: the olfactory footprint

Smell is, by nature, fleeting, but its impact can be lasting. A well-chosen fragrance leaves a stronger memory in the visitor’s mind than an image or slogan. That is why it is recommended to perpetuate the olfactory signature used during an event: by reusing it in a showroom, point of sale or future campaign, the brand reinforces the sensory recognition of its identity.

This continuous scent trail constitutes a genuine long-term branding strategy. Visitors who encounter the same scent on multiple occasions will naturally associate that scent with the brand. Scent thus becomes a tool for emotional loyalty, consistent with a modern, high-end experiential marketing approach. In short, the key to success lies in accuracy: controlled dosage, relevant choices, sensory consistency and strategic continuity. A well-thought-out scent design transforms a one-off experience into a lasting memory, while respecting the comfort and perception of the public.

What is the takeaway?

In an events industry where everything seems to have been done before, scent remains an untapped and distinctive form of expression. It is not simply a matter of ‘perfuming a space’, but of sculpting an emotion, awakening a memory, and forging an invisible bond between a brand and its audience. In this respect, scent marketing for events is establishing itself as one of the most powerful tools in modern sensory marketing.

A trade show, product launch or pop-up exhibition becomes truly memorable when scent is added to the mix. This is because scent does not only appeal to the rational brain, it speaks directly to the memory and emotions. Visitors remember what they smell and talk about what they feel. And in a world saturated with images, this emotional olfactory trace is the most difficult to erase.

The olfactory experience therefore acts as a vector for differentiation, storytelling and loyalty. By choosing a signature scent that is consistent with its identity, a brand extends its universe far beyond the event itself. The fragrance becomes the common thread of a lasting sensory relationship: a memory that resurfaces every time the scent is recognised, whether at a point of sale, on packaging or during a new activation.

In the age of experiential marketing, the most memorable events are those that manage to engage the audience through all their senses. And among these senses, smell remains the most intimate, the most emotional, the most persistent. By integrating it with skill and creativity, brands no longer simply attract attention: they engrave their presence in the olfactory memory of their visitors.

Bringing an olfactory emotion to life transforms a moment into a memory. It is precisely this memory that continues to speak volumes about your brand long after the event has ended.