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Can scented packaging help you stand out?

 

Great marketing is all about standing out. It’s also about finding new and unique ways to appeal to customers. A multisensory experience can be incredibly attractive to a consumer; after all, we all know that we don’t simply buy something based on how it looks. If we can create an impact for all senses, from how a product feels and looks, even down to how it smells, it creates a much more immersive experience for the person interacting with an item.

 

This is where scented packaging can help. Although there is sometimes the option to test the smells of products, like perfume or candles, this isn’t always possible due to the restrictions created by packaging. Infusing scent within the packaging itself is an excellent way to overcome this issue.

 

The market for scented packaging, although not a new technique, has seen a massive growth in previous years, increasing at a rate of 15% per year. With our sense of smell being closely connected to the part of our brain that processes emotions and memory, the opportunities for brands to make connections with potential buyers is growing far beyond the use of visuals. So how can you get on board?

 

How does scented packaging work?

The plastic pieces used to make the packaging are coloured and scented in batches. These batches are then formed into the design of the embellishments required to adorn a product. Both the scent and colour chosen are fully customisable, meaning you can pair any colour with any scent – depending on your requirements. There are multiple combinations that can be achieved, and you can combine scents and colours into a multiple part mould. Just a handful of the scents that we offer include: coffee cream, lavender, honeysuckle, fresh cotton and key lime pie.

 

As well as this library of scents that we have on offer, we are also able to create scent specific decorations based on bespoke requirements. These scented additions are designed to match a product – such as a perfume. To do this, the scent is added to the plastic at creation, helping to create a cohesive overall impact between the product itself and the way in which it is presented – enhancing the experience for the customer.

 

This type of scented decoration is usually in the form of a charm, a seal, a coin, a badge or a cartouche, in order to make the scent long-lasting. As an example of this longevity, we have samples that have kept their scent for over 5 years, and we know of others in the industry that have kept their scent for more than 20 years!

 

The benefits of scented packaging

Scented packaging is designed to give off its aromas even more than usual when the product is handled, drawing consumers in to make a purchase. Not only is this attractive to potential buyers, but it can also help to create positive associations around a product. For example, a baby powder scent is often used to embellish child care products in stores, while certain brands of bin bags infuse a scent into the plastic – both helping to minimise rubbish odours, and create an affinity between a specific smell and a brand. As the smell is heightened when touched or warmed, it encourages interaction with an item.

 

Embedding a scent within plastic embellishments offers a more sophisticated option than the paper or cloth scent samples you often see in magazines, as these fade within an hour of being unwrapped from their foil wrapper. This is due to the scent being merely sprayed on; with scented packaging, the scent is added to the plastic – this remains within the plastic, and offers far more longevity. Not only does this add a multi-sensory aspect to a product’s packaging, but it can create an incredible differentiating factor – helping to make an item truly stand out amongst the competition.

 

To find out more about the possibilities of scented packaging, or to discuss whether it’s right for you and your product, get in touch with one of our knowledgeable team today. You can do this via email using info@signetbranding.com, or by phone on either +44 (0)1733 396080 or +44 (0)1577 330300.