The power of scent: how fragrances influence emotions and sales
At Hermozia, we know that a fragrant space is much more than just pleasant: the right aroma transforms emotions, awakens memories, and turns a simple visit into an unforgettable experience.
Why is the sense of smell so powerful?
The sense of smell has a unique and immediate link to memory and emotions, as smells reach the limbic system—the area of the brain responsible for emotions and motivation—directly, without passing through intermediate filters. This explains why certain aromas can trigger very intense memories and sensations, a phenomenon known as the "Proust effect". An excellent analysis of this connection can be found in this article from the... Harvard Gazette (2020) .
Furthermore, modern brain imaging studies (fMRI) show that certain aromatic molecules activate brain areas related to well-being, energy, and concentration. For example, a recent article in PubMed (2025) reveals how olfactory memory and cognitive work related to odors involve specific activations in brain areas that support memory and semantic processing.
Aroma that builds loyalty and sells more.
Businesses, such as stores and hotels, that integrate strategically selected fragrances obtain clear benefits:
- Visitors stay longer at the establishment.
- The experience and brand recall are strengthened.
- Sales and customer satisfaction increase.
According to a report by According to Forbes (2021) , olfactory marketing is a proven tool for improving the consumer experience, increasing sales, and strengthening the emotional connection with the brand.
The Hermozia range: fragrances with scientific backing
Our fragrances are designed with carefully selected ingredients and validated through neuroscience to evoke positive emotions. Thanks to techniques such as fMRI, we know that our aromas activate brain centers related to happiness, concentration, and energy.
A prime example is Alma Rosa , which has been scientifically proven to improve concentration and well-being, combining calmness and clarity to enhance focus in work or sales environments.
It doesn't just smell better: it sells better!
Having a Hermozia aroma system transforms customer perception and makes it easier for them to remember your products, increasing the intention to purchase not only aromatized products, but the entire catalog.
A consistent and pleasant olfactory ambiance creates a unique sensory experience, enhancing the perception of quality and differentiating your space from the competition.
Ready to transform your space and increase your sales?
Discover our range and receive personalized advice. Olfactory marketing is one of the most powerful tools for creating unique, profitable, and memorable environments.
References:
- Harvard Gazette (2020) – How scent, emotion, and memory are intertwined.
- PubMed (2025) – Neural correlates of olfactory working memory in the human brain
- Forbes (2021) – Fragrance sales pick up as consumers reengage with the outside world