# Scented Marketing Scratch-and-sniff elements are incorporated into adult-friendly items. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 11, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/scented-marketing ## Key Figures - Trend score: 3.5/10 - Evidence articles: 5 ## What is the Scented Marketing trend? **Scented Marketing:** Brands are taking advantage of the childhood memories associated with scratch-and-sniff stickers, and are adopting the technology into products that are marketed to adults. The use of scratch-and-sniff in everything from wine labeling to clothing allows for a unique sensorial engagement between the brand and the consumer. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 22, 2017 to Feb 14, 2019 - Published: Jul 11, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Scented Marketing trend ### Sensorial Engagement Brands are incorporating multi-sensory experiences into their products to create a unique and engaging brand-consumer relationship. ### Scratch-and-Sniff Marketing Scratch-and-sniff technology is being utilized by brands in new and creative ways to enhance product marketing and advertising efforts. ### Interactive Advertising Advertisers are creating interactive print ads using scratch-and-sniff technology, stickers and other sensory elements to immerse consumers in a product experience. ## What the Scented Marketing trend means for industry ### For Fragrance The fragrance industry can take advantage of scratch-and-sniff technology to create unique and interesting fragrances for various products. ### For Retail Retailers can incorporate scratch-and-sniff labels and packaging into their products to enhance the sensory experience and create a stronger connection with consumers. ### For Advertising The advertising industry can use scratch-and-sniff technology and other sensory elements to create more immersive and interactive ad experiences. ## Workshop question How could your brand better employ the senses in its campaigns? ## Trend signals for Scented Marketing Trend score 3.5 out of 10, from popularity 52%, activity 45%, freshness 8%. - Popularity: 52% - Activity: 45% - Freshness: 8% ## Examples of the Scented Marketing trend 5 featured examples from Sep 22, 2017 to Feb 14, 2019. - [Scratch-n-Sniff Rosé Bottles](https://www.trendhunter.com/trends/cocomero-ros): Cocomero Rosé's Label Smells Just Like Watermelons (Category: Lifestyle) Implication: The wine and spirits industry can adopt scratch-n-sniff labels to differentiate their products and create a more engaging experience for consumers. - [Multi-Sensory Magazines](https://www.trendhunter.com/trends/sense-familiar): 'Sense Familiar' Magazine Features Scratch-and-Sniff Scents of People (Category: Art & Design) Implication: The publishing industry can incorporate multi-sensory elements into magazines to provide readers with more interactive and engaging experiences. - [Refreshing Scratch-and-Sniff Stamps](https://www.trendhunter.com/trends/scratchandsniff-stamps): The U.S Postal Service is Releasing Sweet-Smelling Stamps (Category: Art & Design) Implication: The industry can take advantage of the trend towards creative and interactive mail products to boost customer engagement and retention. - [Scented Paper Blazers](https://www.trendhunter.com/trends/paper-garment): Old Spice Paired Its Newest Print Ad with a Full-Size Paper Garment (Category: Unique) Implication: Fashion brands can explore the use of wearable paper garments to create buzz and engage with consumers in unique ways. - [Scratch-and-Sniff Automotive Campaigns](https://www.trendhunter.com/trends/stinger-text-drive): Kia's Stinger Text Drive Campaign was Created by Innocean (Category: Autos) Implication: Create immersive print ads that bring car models to life and engage readers through multi-sensory experiences. ## Recent trend clusters - [Guided Aesthetics](https://www.trendhunter.com/protrends/guided-aesthetics) (Fashion) - [Poultry Platforms](https://www.trendhunter.com/protrends/poultry-platforms) (Lifestyle) - [Smarter Surveillance](https://www.trendhunter.com/protrends/smarter-surveillance) (Tech) - [Racing Homage](https://www.trendhunter.com/protrends/racing-homage) (Autos) ## Trending in Marketing - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) All articles: [Marketing](https://www.trendhunter.com/marketing)