Interior Design Fair
Budapest Sportarena
2024. S/EPTEMBER 20-21-22.
What is the first thing you notice unconsciously when you enter a room? Experts say it’s not the people, the style of furniture, nor the accessories, but the smell.
This year at S/ALON BUDAPEST, we will again be waiting for you with an exclusive fragrance courtesy of the Scent Company and the brand’s Hungarian representative, Lakásparfüm. Founded in 2005, the Italian company was one of the first on the market to put the traditions of the most noble Italian perfumery at the service of fragrance branding, while our partner Lakásparfüm provides a pleasant atmosphere for private homes and businesses.
The history of modern day ambient scenting dates back to the 1970s, when the diffuser that proved to be up to the task was created. It was first used in Las Vegas casinos, primarily to neutralize the smell of thick cigarette smoke. And they saw that it was good: thanks to the pleasant smell, the increase in time - and, of course, money - spent in the casino was considerable. As casinos in Las Vegas are typically directly linked to hotels, fragrancing quickly spread to this segment.
In the retail sector, the perceived and measurable effects of olfactory branding began to be seriously addressed around 1990. The numbers spoke for themselves, not only in terms of footfall and time spent in the store, but also in terms of propensity to buy and reservation prices. Today, professional ambient scenting can be found in countless shops, stores and malls. The Scent Company fragrances can be found in prestigious locations such as Galeries Lafayette, Armani Casa, Minotti, Poliform showrooms and DStudio, just to mention a few.
The basic idea of fragrance branding is to assign a specific scent to a particular brand or space.
The ideal fragrance is just subtle, yet distinctive enough to be sensed by the visitor entering a space, but also to be immediately associated with the environment they are perceiving at that moment. A well-chosen fragrance can be an excellent agent for brand image and values that customers will easily identify with. Sometimes so much so that they may even want to take the fragrance home.
However, fragrances used in professional environments - such as shops - were not available for home use before. This was a gap that Lakásparfüm saw and launched a new service to bridge. Now fragrances made for their partners can easily be taken home from the shop. This is great news not only for customers, but also for businesses, as it not only strengthens the connection with the brand, but can also generate visible revenue.
With considerable experience in both B2C and B2B, Lakásparfüm can easily turn a store or showroom fragrance into a product that can be shelved in a simpler blank or custom packaging as required.
We wanted to provide a practical response to the need that has arisen.
- says Division Head István Fejti. "At the same time, fragrancing is seen in a completely different light when it is not a cost for businesses, but also a source of revenue. It also generates externalities that cannot be monetised.
There are practical challenges in creating a marketable product, as the selected fragrance has to be manufactured, packaged and transported, which involves an investment. So we choose fragrances that we deem promising.
Fortunately, there are great fragrances in ambient scenting, so our partners can successfully turn their own brand fragrance into a valuable and productive asset.
Production of the first of these fragrances to be transferred to the retail market has just started, and the shipment has already found its buyers. To find out more about this unique initiative, contact our partner Lakásparfüm, and come to the Budapest Arena this weekend to experience the captivating and inspiring effect of this grandiose space fragrancing first-hand!
