SEP 2018

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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[ 74 ] • # dayspamagazine • september 2018 marketing savvy by Virginia Pelley The Smell of Success How spas are using the power of scent to attract and retain clients, boost revenue and add value to their businesses. F rom realtors popping a batch of cookies in the oven before an open house to casinos diff using energizing smells throughout their spaces, savvy salespeople have long known that certain scents have the power to infl uence consumers. In fact, when the marketing team at Dunkin Donuts pumped the aroma of coff ee into buses in Seoul, Korea, back in 2012, the company's coff ee sales in those regions spiked by 29 percent. Incorporating scent into a spa's marketing plan is newer and more complex, but it can be just as eff ective for enhancing the client experience. After all, a 2016 review of studies published in the journal Brain Sciences concluded that certain aromas can boost positive emotions, decrease bad moods and lower stress. Combine that with the fact that scent-diff using technology is becoming increasingly sophisticated, and it stands to reason that "olfactory marketing" is a no-brainer for wellness businesses. "Spa managers have discovered that certain aromas in their facilities can have benefi cial health eff ects for their customers, including enhancing their fi tness and improving alertness or relaxation," notes Damalus Curry, president of Scentpression, a "business atmospheric agency" headquartered in The Bahamas. Although spas currently make up 15 percent of Scentpression's clientele, Curry expects that fi gure to grow to 40 percent over the next few years. Similar companies, such as Aroma360 in Miami Beach and ScentAir in Charlotte, North Carolina, have also seen rising interest from spas. "You can have relaxing decor and music, but a lovely scent takes it to the next level," says Joanie Bowden, director of spa and recreation at Margaritaville Beach Resort in Hollywood, Florida, who worked with Aroma360 to create the spa's scent program a year ago. Explains Farah Abassi, Aroma360 founder and chief product offi cer: "People are inundated with other types of advertising and tend to tune it out, but scent bypasses the parts of the brain that control reasoning—so, it can evoke feelings without guests even realizing it." Here's how spas can use olfactory marketing to improve business and the client experience. © GETTY IMAGES

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