# Aromatic Acceptance Brands invest in the experience of scent to connect with consumers. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 24, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/aromatic-acceptance ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## What is the Aromatic Acceptance trend? **Aromatic Acceptance:** As multi-sensory experiences continue to expand the possibilities of brand-consumer interaction, many brands are investing in projects and campaigns that seek to connect with consumers in increasingly varied and elaborate ways. This shift speaks to the creative ways in which brands can create sensory-driven experiences that resonate emotionally and leave a lasting impression on the customer. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 8, 2016 to Jun 13, 2017 - Published: Jun 24, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Aromatic Acceptance trend ### Multi-sensory experiences Brands are investing in projects and campaigns that seek to connect with consumers in increasingly varied and elaborate ways through multi-sensory experiences. ### Scented products Businesses are creating scented products such as fast food-scented candles to capture consumers' interests and create a unique experience. ### Scented art exhibits Art galleries are reinterpreting famous works of art using only scent to demonstrate the power that it has on our emotions, memory and perception. ## What the Aromatic Acceptance trend means for industry ### For Retail Exploring scent as part of a larger strategy of investing in the future of fragrance in the home. ### For Food and beverage Creating scented products such as fast food-scented candles and perfume cocktails to capture consumers' interests and create a unique experience. ### For Art and culture Reinterpreting famous works of art using only scent to create an interactive and unique art exhibit. ## Workshop question What unconventional methods can you use to transform the interaction between your brand and its customers? ## Trend signals for Aromatic Acceptance Trend score 3.8 out of 10, from popularity 61%, activity 44%, freshness 8%. - Popularity: 61% - Activity: 44% - Freshness: 8% ## Examples of the Aromatic Acceptance trend 5 featured examples from Dec 8, 2016 to Jun 13, 2017. - [Exploratory Retailer Scents](https://www.trendhunter.com/trends/byredo-ikea-collaboration): The Byredo IKEA Collaboration Will Explore the Scent of the Retailer (Category: Art & Design) Implication: The collaboration between Byredo and IKEA presents opportunities for disruptive innovations in the home fragrance industry, including new scent-dispensing methods and creating uni… - [Fast Food-Scented Candles](https://www.trendhunter.com/trends/kfc-candle): This KFC Candle Smells Like Fried Chicken (Category: Unique) Implication: Food and beverage companies can explore the creation of unique scented merchandise to increase brand visibility and engagement. - [Aromatic Planetarium Events](https://www.trendhunter.com/trends/planetarium): The Star Night Healing Event is Enhanced with Essential Oil Scents (Category: Lifestyle) Implication: Multisensory experiences could improve theaters, museums, theme parks and more - [Perfume-Flavored Cocktails](https://www.trendhunter.com/trends/baby-doll-perfume): 'The Lipstick Rose' Captures the Essence of YSL's Baby Doll Perfume (Category: Lifestyle) Implication: Opportunity for bars, restaurants, and mixologists to innovate new scent-infused cocktail creations. - [Aromatic Art Galleries](https://www.trendhunter.com/trends/aromatic-art): The #artSmellery Exhibit Interprets Famous Masterpieces with Scent (Category: Marketing) Implication: Art galleries can incorporate scent to create immersive experiences and engage visitors in a new way. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)