Scent marketing used in museums for an effective visitor experience

Although scent marketing is more well known for its use in shopping centres to enhance product sales, it can also create added interest and interactivity in museums…

Scent marketing

“Olfactory visits” in museums are becoming more and more popular and have proved successful in locations across France. Attracting all types of visitors other than school visits, they animate and enhance uninteresting or unappealing exhibitions.
The sensory experience is fun and enjoyed by all. It instructs visitors and adds interactivity to the museum visit.

The Musée Jacquemart André was one of the first museums to try the experience with Natarom, between 1998 and 2004.

Some examples of scent marketing in museums

These museums have introduced olfactory visits to enable visitors to discover the exhibitions with their eyes and ears but also their nose! For example, a meticulously designed scent combination can describe and represent a work of art.

The Palais des Beaux-Arts in Lille introduced this type of experience in 2016. A selection of perfumes sprayed onto perfume tester sticks were given to visitors who smelt them as they stood in front of each work of art and listened to the museum guide. The fragrance should relate as closely as possible to the work being observed.

The Grand Musée du Parfum in Paris is based on a unique concept which offers an original and educational visit explaining the process of perfume making, including the secrets of manufacture. They have an exceptional collection of old perfume bottles. Try their sensory workshops too!

At the Promenade des Parfums at the Château de Chamerollesin the Loiret, an hour south of Paris, visitors can visit furnished rooms from the 16th to the 18th century whilst learning about the the use of perfume in society throughout the ages. Visitors are invited to test fragrances from the past. Like the Musée du Parfum in Paris, the visit ends with a magnificent collection of perfume bottles from different periods throughout history.

A specialist in scent marketing, Natarom provides olfactory solutions and original uses of scent marketing for your reception or sales spaces.

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