A common marketing strategy known in retail stores is called aroma marketing or scent marketing. This branding exploit has been around for decades but has recently increased in popularity. Although this tactic may be useful for retailers, hotels, casinos, and themed parks, it’s not so great for those sensitive to chemicals. Air quality testing in Massachusetts can benefit those who suffer from sensitives. By unveiling the factors in the air you breathe, you’re enabled to make the changes required to better your environment.
However, if you’re out and about, aroma marketing is unfortunately inevitable. In this article, we’re taking a look at some of the most common places you can expect to encounter this marketing technique.
The why
Explained by Caroline Fabrigas, the CEO of Scent Marketing, Inc., aroma marketing “basically uses the power of scent to tell brand stories and to enhance experiences.” If you think of it this way, if something smells good, we want more of it – then the idea of aroma marketing makes sense. For example, the company Cinnabon schedules fresh cinnamon rolls to come out of the oven every 30 minutes. By doing so, the company guarantees the sweet, warm scent of freshly made cinnamon rolls in the air – thus continuously enticing potential customers walking by the store.
The concerns
Although the theory makes sense, let’s spin it back to those who are sensitive to chemicals in the air. With the potential to quickly trigger headaches or migraines, initiate breathing difficulties, rashes, and even cause confusion, some are left wondering how aroma marketing is allowed.
Synthetic fragrances often contain carcinogens. In particular, styrene, phthalates, octoxynols, and nonoxynols are all common ingredients hiding behind the word “fragrance.” Here’s a closer look:
Styrene
This organic compound is a derivative of benzene, a colorless liquid that evaporates easily while emitting a sweet odor. This known carcinogen is considered toxic and mutagenic. Possible outcomes of prolonged exposure to styrene include cancer, toxicity in the GI tract, respiratory disease, disruptive vision, and hearing functions, and kidney failure.
Phthalates
Phthalates are an endocrine disruptor that interferes with normal hormonal mechanisms. More specifically, this chemical has been linked to reproductive system birth defects in baby boys.
Octoxynols and Nonoxynols
Recognized by the FDA as effective spermicides, these two compounds also break down into persistent hormone disruptors in the human body.
The biggest offenders
One of the biggest offenders of aroma marketing in a concerningly tight environment is indoor malls. When shopping at these establishments, you’re not exposed to one retailer, but several that are all using this branding method. Without naming names, if you stop and think for a moment, we’re sure at least one store pops into mind. And, unfortunately, this means their tactics are working.
Candle shops, bath and beauty products, even trendy clothing stores are offenders of this marketing technique. However, avoiding these stores may not be enough when you’re in an enclosed environment.
When in doubt, it’s always best to undergo air quality testing in Massachusetts with the team from Purely Green Environmental. Call today for more information about the potentially toxic elements within your home or business (888) 291-3773.
