Scent branding has become an increasingly popular marketing tool in recent years, with many industries utilising ambient fragrances to create memorable brand experiences. However, when it comes to millennials (a significant portion of the population), it’s important to understand their preferences and how they differ from those of previous generations. Millennials prefer fresh scents and here’s how businesses can use this trend to improve their scent branding (and marketing, in general).

The millennial love affair with fresh scents

There’s something inherently welcoming about a fresh scent. And millennials, born between 1981 and 1996, tend to gravitate towards these types of light and more natural scents in the realm of scent branding, as opposed to heavy and artificial fragrances. This mindset extends to ambient fragrances, where they prefer a subtle, refreshing scent that enhances their experience rather than one that overpowers it.

The following are some characteristics of scents that appeal to this new generation of consumers:

• Clean and fresh scents: millennials often prefer scents that evoke a sense of cleanliness and freshness, such as citrus, eucalyptus or mint. These scents can create a revitalising atmosphere that appeals to their desire for experiences that feel authentic and invigorating.
• Natural and eco-friendly scents: As millennials are more environmentally conscious than any generation before them, they tend to be drawn to scents derived from natural sources or those that have a smaller ecological footprint. Scents like lavender, sandalwood and bergamot can provide a sense of connection to nature.

• Gender-neutral scents: millennials are more likely to appreciate scents that are not strictly tied to traditional gender norms. Scents like vanilla, amber and musk can be perceived as gender-neutral, which can appeal to their preference for inclusivity and fluidity in personal identity.
• Nostalgic scents: Many millennials enjoy scents that evoke nostalgic memories or take them back to a specific time in their lives. Examples of such scents include the smell of freshly baked cookies, the aroma of a campfire or the scent of an old book.

Scent branding solutions for industries

Businesses in various industries can benefit from incorporating fresher scents into their scent branding strategies. For example, in the hospitality industry, hotels can use natural scents such as lavender or eucalyptus in their lobbies to create a calming atmosphere for their guests. Similarly, retailers can use fresh and natural scents to enhance the shopping experience, creating a more welcoming and relaxing environment.

The wellness industry is one that heavily relies on the use of scents to create a relaxing and rejuvenating atmosphere. However, when it comes to millennials, it’s important to use fresher and natural scents. This can be achieved through the use of essential oils and diffusers, which not only create a refreshing scent but also have various health benefits.

Take a fresh approach

As we delve into the world of scent marketing, it’s essential to recognise the value of a fresh approach to the types of scents you’re using. Incorporating fresher scents into your scent branding strategy can lead to a myriad of benefits. In essence, scent branding can help you create an emotional connection with your customers, fostering long-term loyalty and brand affinity. When customers feel comfortable and at ease in your space, they’re more likely to spend time browsing your products or services, ultimately driving sales and building brand loyalty.

Here are 4 reasons why your brand should consider fresh scents and scent marketing: 

1. You’ll captivate the millennial market
2. Using scent, you’ll craft an inviting atmosphere
3. It enhances your customers’ moods and emotions
4. It creates positive brand associations

So go ahead and explore the fascinating world of fresher scents—your brand and your customers will thank you for it!

Scenting your way to brand loyalty with S.O.H. Group

Are you looking to engage with millennials through experiential scent branding? Explore S.O.H. Group. Our programmable cold air micro-mist diffusers are the perfect solution for keeping your space sweetly scented without leaving any residue or stains.

Whether you own a superstore, hotel lobby, movie theatre, recreational club or retail store, we have a diffuser system that fits your unique scent marketing needs. We can also work with you to create a bespoke scent that sets your brand apart from the competition. Enquire about a scent Create your scent enquiry now.