Wednesday, November 16, 2005

Does Your Packaging, Umm, Smell?

If it doesn't, perhaps it should. The latest and greatest
packaging innovations are packages that smell. They give those
olfactory glands a workout. Watch for packages sporting
"fragrances" such as chocolate and vanilla. Just think of all the
calories saved by smelling the package and not even eating the
product. Weight watchers should love it this concept. Consider
all of the applications of tricking your stomach into thinking
you have eaten (after all the smell of food is as important as
the taste, well almost).

This is a great concept: Using your nose to sell products. The
"smelly" package. I can see both the pros and the cons of using
this innovation. First, let me tell you I have some samples of
fragrance encapsulated in plastic and believe me they are still
strong enough to knock over a horse. The fragrance does not truly
represent the "essence" it is supposed to, but it does have an
odor that works. I'm sure other essences are more "true" in
fragrance to the real product they represent. It is especially
long lived too, e.g., never dilutes. In fact, the scent is so
strong that I had to move the samples out of nose region for
sanity sake.

Consider all of those smells that equate to the good things in
life. Did you know the number one fragrance that appeals to men
is vanilla? Apple pie, mom and all those homey smells are wrapped
up in the analysis of that one fragrance. I am not sure I want to
smell like a vanilla bean but it is a very popular fragrance in
its appeal to women too. Vanilla fragrance has a multitude of
applications useful in product packaging.

What about all the products manufactured that use a little "home
cooked" smell? The opportunities are endless. While she is
walking down the supermarket isle, delicious odors wafting about
that are reminiscent of "home cooked" goodies. Even if she never
uses the product, it could just sit on her shelf and smell as if
she did. Forget fragrance candles. My toaster does it for me.

The scratch and sniff label application has been around for a
while. It has always been prevalent in the cosmetic and
toiletries industries but even toothpaste is using scratch and
sniff now. How else could you discern your cinnamon toothpaste
purchase from the bourbon flavored (just kidding)?

What about the coffee maker that emits the essence of fresh
brewed Starbucks coffee? Cha ching! Think about the sales you could
capture in this successful marketplace by using an appropriately
dispensed fragrance on your product (essence de cappuccino).
Anyone ready for coffee?

Let's face it. Marketers are looking for angles to get our
attention in this sensory overload environment. Creating products
emitting savory odors wafting down the shopping isles.
"Smelly" packaging could be just one more way to entice her to
pick your product up off the shelf.


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