Does scent have a gender?

If you want to reap the benefits of scent marketing, you should ensure your scent aligns with your business's goals and objectives. A perfect scent showcase complements the buyers' characteristics and personality as closely as possible. Whether we like it or not, nature has divided us into women and men. It's therefore natural that perfume manufacturers classify them into feminine and masculine. They offer a whole range of fragrances tailored to one gender or the other. Aromamarketing experts have examined these differences and their impact on various industries. How does scent affect each gender? Dr. Eric Spangenberg, dean of the College of Business at Washington State University, wanted to determine how scent affects each gender. To this end, he conducted an experiment in an American clothing store. He diffused a scent that, by definition, appeals to men—a sharp, honey-like aroma—in the men's section. In the women's section, he diffused a vanilla scent, which appeals primarily to women. When Spangenberg analyzed sales, he found that on days when the store was scented, sales doubled. However, when the scents were changed—vanilla in the men's section and a spicy honey aroma in the women's section—customers spent less than usual. Women bought less when the store smelled masculine. Men purchased less when they inhaled a feminine scent. The close interdependence of scent and corporate image How did Spangenberg explain this discrepancy? The scents were incompatible. You can't use a pleasant scent and expect it to work. The aroma must be tailored and consistent , he argues. When you go to a café, you don't expect it to smell like pizza. Therefore, if you want to successfully scent your surroundings, it's essential to match the scent to the character of the space and your target customer group.