CEO of Integra Fragrances, Lorenzo Cotti.

How in-store fragrances positively influence model fairness

Based in 2006, Integra Fragrances has grown into a number one perfume providers firm serving the style, luxurious, design and hospitality industries, in addition to banks, museums and airways akin to Emirates. The corporate is now acknowledged for its excellence in creating perfume identities for the world’s main manufacturers, utilizing the facility of scent to create distinctive model experiences. Bulgari, Fendi, Ferragamo and MaxMara are simply a few of the famend manufacturers that Integra Fragrances serves worldwide.

Headquartered in Reggio Emilia, Italy, with workplaces in Milan, Hong Kong and Boston, the corporate focuses on creating bespoke fragrances that translate a model’s DNA into sensory experiences that may be overlaid on numerous buyer journeys and experiences.

Scent branding is about creating a particular scent that’s related to a model, serving to to create a stronger bond with customers and thus turning into a part of the corporate’s model identification. It is extra than simply utilizing a nice aroma in a selected area, it is about creating an expansive, immersive sensory expertise, says CEO Lorenzo Cotti.

In 2020, Rutgers College proved that ambient scents enhance recall and recognition of each recognized and unfamiliar manufacturers. People can recall a scent and related reminiscence with 65 p.c accuracy after 12 months, whereas visible reminiscence is barely 50 p.c correct after simply 4 months.

Many years of retail and HVAC design expertise permits Integra Fragrances to fragrance branded shops and occasions with over 5,000 distant managed gadgets put in worldwide. These gadgets even have the flexibility to manage air high quality, and the function of scent know-how will proceed to develop as client issues about airborne pathogens stay on the forefront. Certainly, revolutionary new air qc mixed with olfactory advertising and marketing schemes are being adopted by market leaders.

Under, BoF sits down with Lorenzo Cotti to discover how scent methods are responding to rising client issues about air high quality whereas rising model fairness and gross sales.

What’s the influence of in-store perfume on retail gross sales by client loyalty?

A nice scent has been proven to extend the period of time we spend in an atmosphere as a result of it makes us really feel good. A constructive temper might be elevated by as much as 40 p.c by scent. A scent may also evoke pictures, feelings and reminiscences extra immediately and vividly than every other sense, making smells a robust branding and communication software for manufacturers.

Scent branding is about making a signature scent that’s related to a model, serving to to construct a stronger bond with customers and turning into a part of the corporate’s model identification.

Integra Fragrances analyzes manufacturers’ type, values, goal prospects and places and synthesizes them into a short that’s processed right into a perfume by our group of skilled perfumers. It is extra than simply utilizing a nice aroma in a selected area, it is about creating an expansive, immersive sensory expertise.

What are the most effective practices when launching a scent technique for your corporation?

The best method actually is to embed scents in as many buyer touchpoints as doable and construct a multi-channel scent branding technique throughout shops, occasions, installations, experiences, activations and the whole lot. Right here you may see actual outcomes with improved buyer recall and recognition and elevated model affinity.

For instance, Gucci Backyard Archetypes first opened in Florence in 2021 to have a good time the a centesimal anniversary of Gucci’s founding. Midway down the trail curated by inventive studio Archivio Personale, guests entered a aromatic floral paradise by Gucci Bloom, a hidden, imaginary garden-turned-place of freedom. Scented by Integra Fragrances with iconic notes of Gucci Bloom, the area honored the imaginative and prescient of inclusive femininity of the model’s then Inventive Director, Alessandro Michele.

The best method is to embed scents in as many buyer touchpoints as doable and construct a multi-channel scent branding technique throughout shops, occasions, installations, experiences and activations.

Fendi affords one other nice instance of enhancing the multi-sensory expertise of bodily retail networks with a brand new boutique relaunch. In late 2022, Fendi opened its refurbished boutique within the Dubai Mall with a mode harking back to the model’s Roman headquarters, the Palazzo della Civilt Italiana. It’s constructed on two flooring with three principal rooms, every impressed by a gemstone. We’ve got created an solely designed perfume for every area that olfactorily interprets the stone idea and emotionally matches the design traces, colors, lighting, music, patterns and supplies of every area.

Fragrances can play an necessary function in immersive experiences. Integra Fragrances helps manufacturers inform extra immersive and memorable tales and opens up a variety of various prospects for manufacturers.

How can Integra know-how deal with rising client issues about air high quality?

We’ve got not too long ago developed a brand new idea of indoor air high quality and luxury that creates ecological well-being by state-of-the-art applied sciences. Totally distant managed and geared up with sensors, our Sens-O techno detects an indoor air high quality in actual time by measuring parameters akin to carbon dioxide, VOCs (or unstable natural compounds), temperature and humidity. Monitoring and responding to those parameters permits manufacturers not solely to avoid wasting vitality for themselves and their prospects, but additionally to supply a greater atmosphere for working and buying.

An ideal instance of our safety providing in motion was our collaboration with Bulgari. After the nice success of the Milan version, Refik Anadol and Bulgari reproduced the immersive exhibition Serpenti Metamorphosis in London on the Saatchi Gallery after which in Madrid on the Thyssen-Bornemisza Nationwide Museum.

The complete exhibition space, together with the air and surfaces, has been scented and disinfected by Integra Fragrances to make sure the very best indoor air high quality. Serpenti Rainforest, a observe created by Bulgari Parfums by processing hundreds of information by synthetic intelligence, has been subtle contained in the pavilion by Integra Fragrances to make the go to much more memorable and a whole, immersive expertise.

Our gadgets present a clear airflow that’s continuously analyzed for high quality and content material in partnership with Honeywell, the chief in microchannel sensor high quality. Sensors present our prospects indoor air high quality versus outside air high quality, giving companies the flexibility to set air high quality targets to measure well-being and luxury of their workplaces, of their retail areas, and even within the public areas all of us reside in enhance . I consider that is the longer term.

How is Integra Fragrances dedicated to extra sustainable enterprise practices?

Because the perfume trade strikes in the direction of extra sustainable practices, we search to increase and develop sustainable perfume identities utilizing biotechnology and new extraction strategies to reuse waste merchandise.

An instance was in 2020, when Benetton unveiled a brand new eco-friendly retailer format with its B-Inexperienced challenge, characterised by way of revolutionary, recycled supplies, with the conversion of the store home windows into digital shows and an elevated give attention to vitality effectivity. Integra Fragrances has developed a particular perfume identification known as Visionary Spirit that’s environmentally aware. It is vegan, made with ethically and responsibly sourced pure components, uncooked supplies obtained by upcycling pure, natural waste, and important oils derived from crops with antimicrobial properties.

Integra Fragrances began its sustainable transformation journey in 2021 after we built-in CSR targets into our company targets. Since then we have now turn into a profit firm, measuring our carbon footprint and utilizing the Ecovadis evaluation to enhance our influence and educate our groups on the urgency of sustainability. We’re additionally engaged on a B Corp certification.

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