Are Department Stores Using Subliminal Messages to Sell Fragrance?

By Rigel Celeste on November 16th, 2009

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Department stores always smell good, especially this time of year, but sometimes the scents are so overpowering they can almost make your eyes water. I’ve always written the cloud of fragrance off as a big conglomeration of the numerous spritzer ladies, countless customers testing perfume, cologne, and makeup samples, and all the aromatic holiday displays of poupourri and scented candles. But there’s really no way even all that could cause the sometimes stiflingly thick cloud of fragrance that more and more department stores are getting famous for.

So if the smells are not a ‘natural’ byproduct of the store itself, what is the cause? Apparently, at least in some cases, it’s a case of subliminal messaging. Department stores are pumping fragrance into the air on purpose, in hopes that you’ll end up buying it. And you know what? It works.

Statistics show that when scents are misted into the air around their displays more people will buy, apparently because people end up smelling and liking it without even really realizing. Little hidden devices, some in the form of 5 inch cubes, are placed strategically around the store to entice you into shopping more than you might have otherwise.

So what do you think of “ambient scenting?” Is it an underhanded subliminal approach to selling, or simply smart marketing? Stores and restaurants have been using ambient music for years to help set moods, how is this any different?

(Photo courtesy of loleia on stock.xchng)