The power of scent: more than just ambiance
At Hermozia, we know that aroma is much more than just a detail. It's a powerful tool for creating experiences, activating memories, and generating lasting connections with your customers. From aromatic sticks and sprays for coastal towns like Salobreña, Almuñécar, or Nerja, to professional systems for hotels and businesses: aroma makes all the difference.
The Proust effect: when scent awakens emotions and memories
Have you ever smelled something and suddenly mentally returned to a special place or moment? This is what is called the Proust effect, based on the famous literary experience of Marcel Proust, and scientifically proven by Harvard neuroscientists: the sense of smell connects directly with the limbic system, the brain center of emotion and memory, which explains its extraordinary evocative power. That's why more and more brands are opting for olfactory marketing as a way to forge memorable experiences and build customer loyalty .
Current trends in scent marketing and olfactory marketing
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Local and personalized experience : More and more businesses and hotels are looking for aromas that reflect the identity of their environment or audience. Hermozia responds with products inspired by emblematic destinations in southern Spain, attractive to both businesses and individuals.
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The impact of science and well-being : Today, tested aromas are valued that not only perfume but also truly influence mood and concentration. Hermozia's formulas incorporate the support of fMRI studies, thus following the trend of emotional aromatherapy that is successful in Spain and the world 2 .
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Subscription plans and comprehensive solutions : Hotels and public spaces are opting for services that include maintenance. Hermozia offers monthly subscriptions and customized solutions, for both large facilities and individuals.
Aroma, science and profitability
The scent is not just a trend: data shows a clear growth in sales of aromatic products after the pandemic, both in Spain and globally 3 . Consumers and professionals alike seek products that make them feel good at home, at work, or even in the car. The combination of technology (automatic diffusers, easy refills) and unique sensory experiences offers a differentiating experience for your customers and a real competitive advantage.
Make a difference with Hermozia
Whether with standard products, customized lines, or a combination of systems and retail sales, Hermozia helps you turn fragrance into success, creating atmospheres and memories that last.
Sources:
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Harvard Gazette – How smell, emotion, and memory are connected
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PubMed – Research on aroma and working memory with fMRI, 2025
Are you interested in applying these trends to your business on the Costa del Sol or Costa Tropical, in hotels or in your own home? Discover what Hermozia can contribute to your space... and to the memories of your clients.