"Scent and sensitivity" : Scent Marketing with regard to sensory hyper-reactivity

Abstract: Scent marketing is an area of predicted growth, with almost endless possibilities. It can successfully be applied to products, premises, places and services. Yet, this thesis explores some of the challenges scent marketing is likely to encounter, with regard to that part of the population who get sick from exposure to smells and chemicals. The purpose of this dissertation is to initiate communication and provide some tangible examples on how scent marketers and people suffering from the condition sensory hyperreactivity can co-exist in the same environment. This paper presents a theoretical framework for the use of scent marketing, and the condition sensory hyperreactivity. The empirical study is of a qualitative nature, conducted through the mean of telephone interviews, on a sample of individuals with the condition, contacted through a website forum. The findings show that people with this type of condition are substantially limited in their daily lives, due to scented products and places, and would be even more so with a growing use of this type of marketing. The possibilities for marketers could be to address the wishes of the interviewees, and gain a new market. The limitations for scent marketing are primarily of legislative nature, but could also include negative reactions to the subject. In addition to people with sensory hyperreactivity, and potentially young children, no specific target group could be outlined unsuited for scent marketing. Specific fragrances and chemical components to be avoided could in large not be determined. The interviewees wish for fragrance-free hospitals, dentists, waiting rooms and public places. The respondents have suggested a number of measures for marketers and shop owners that would facilitate and enable them to partake in the market place of today. Keywords: Scent marketing, fragrance, sensory hyperreactivity, sensitivit