# Aromatic Immersion Consumers embrace sensory-driven fragrance shopping experiences. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Apr 1, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/aromatic-immersion ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## What is the Aromatic Immersion trend? **Aromatic Immersion:** As retail brands look to create engaging concepts that compete with e-commerce alternatives, many sensory-driven fragrance shopping experiences have begun to emerge. Often placing an emphasis on scent with a lack of decor, such retail concepts mimic the multi-sensory demands of modern foodies, who gravitate toward multi-level engagement. Implementing this in the brick-and-mortar space creates in-store experiences that recall that of the luxury fashion space. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 9, 2015 to Nov 28, 2017 - Published: Apr 1, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Aromatic Immersion trend ### Sensory-driven shopping experiences Many retail brands are looking to create engaging concepts that compete with e-commerce alternatives and are often implementing sensory-driven fragrance shopping experiences to enhance the brick-and-mortar space. ### Multi-sensory engagement Modern consumers are gravitating towards multi-level engagement, which is reflected in sensory-driven fragrance shopping experiences and scented film screenings. ### Artful scent-based experiences Many brands are now creating artful scent-based experiences for consumers because the ties between emotion, memory and scent are so strongly linked, as seen in fragrance-themed tea services and experimental perfume pop-ups. ## What the Aromatic Immersion trend means for industry ### For Retail Sensory-driven shopping experiences are revolutionizing the retail industry by engaging customers in multi-sensory experiences beyond the typical in-store shopping experience. ### For Film and entertainment Scented film screenings are revolutionizing the consumer entertainment experience through the incorporation of multi-sensory elements. ### For Hospitality Fragrance-themed tea services are revolutionizing the traditional afternoon tea experience in the hospitality industry, creating a more memorable and sensory experience for customers. ## Workshop question When consumers shop for your products/services, how can you engage them by incorporating new sensory immersion? ## Trend signals for Aromatic Immersion Trend score 4.5 out of 10, from popularity 59%, activity 69%, freshness 8%. - Popularity: 59% - Activity: 69% - Freshness: 8% ## Examples of the Aromatic Immersion trend 6 featured examples from Oct 9, 2015 to Nov 28, 2017. - [Observatory Scent Labs](https://www.trendhunter.com/trends/scent-lab): The Joya Studio Lets Consumers Witness the Fragrance-Making Process (Category: Art & Design) Implication: Fragrance manufacturing companies can take advantage of the trend of offering transparent brand experiences by opening up their production facilities to customers, thus building t… - [Fragrance-Themed Tea Services](https://www.trendhunter.com/trends/diptyque-afternoon-tea): London's Hotel Café Royal is Now Hosting a Diptyque Afternoon Tea (Category: Luxury) Implication: Luxury hotels and restaurants can create exclusive fragrance-themed experiences that attract high-end customers and differentiate themselves from competitors. - [Luxe Perfume Libraries](https://www.trendhunter.com/trends/perfume-boutique): Hermes' Newest Perfume Boutique Embodies Exclusivity (Category: Fashion) Implication: Disruptive innovation opportunity: Elevate the perfume retail experience by focusing on exclusivity, personalized packaging, and collaborations with renowned architects and design… - [Immersive Fragrance Boutiques](https://www.trendhunter.com/trends/arielle-shoshana): This Arielle Shoshana Store Offers a Niche Shopping Experience (Category: Business) Implication: A fragrance industry that is ripe for new innovations that change the way we think about purchasing scents. - [Experimental Perfume Pop-Ups](https://www.trendhunter.com/trends/onsi): Cartier's 'ONSI' is a Cube That Imagines the "Scent of the Sky" (Category: Marketing) Implication: Incorporating artful scent experiences to enhance the luxury retail customer journey and create immersive brand experiences. - [Scented Film Screenings](https://www.trendhunter.com/trends/immersive-theater): Lush Cosmetics' Immersive Theater Event for Christmas is Multi-Sensory (Category: Marketing) Implication: Opportunity for film exhibition companies to differentiate themselves by offering multi-sensory screenings that enhance traditional film-viewing experiences. ## 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)