A Bit of Optimism The Smell of Memory with scent designer Dawn Goldworm
19 snips
Jul 30, 2024 
Dawn Goldworm, the innovative Founder and CEO of 12.29, uses scent to forge powerful emotional connections with brands. She discusses how our sense of smell is closely tied to memory, revealing its potential for enhancing customer experiences. Dawn shares insights on scent branding, including the art of crafting unique fragrances for high-profile brands like Lady Gaga and Ferrari. Her thoughts on the comfort of familiar aromas and their role in shaping nostalgia are captivating. Finally, she underscores the importance of scent in creating loyalty and emotional ties with consumers.
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Smell and Memory
- Smell is the sense most strongly linked to memory.
- Scents bypass most neural pathways, directly hitting the limbic system, which processes emotion and memory.
Scent and Brand Loyalty
- Scent-linked memories create brand loyalty.
- Positive experiences with a scented product increase the desire to repurchase.
Changing Associations
- The smell of wood used to evoke childhood memories for many.
- With the introduction of plastic toys, this association has diminished.
