Fragrant thoughts

Test your “Scents of Adventure” with Kuoni Luxury Travel

Leading tour operator Kuoni, through their strategic partners DigitasLBi, is launching an on and offline content marketing initiative called Scents of Adventure.

While photos, videos and sounds all evoke memories of fabulous holidays, smell a distinctive aroma from that trip and you are immediately transported to that faraway place, due to the emotional connection that smell creates within our brains.

For the centrepiece of the Scents of Adventure initiative, Kuoni have commissioned a large antique-style map from illustrator Emma Ahlqvest.

Kuoni Scents of Adventure map

Kuoni Scents of Adventure map

This unique map incorporates the scent of 10 worldwide Kuoni destinations, through the use of The Aroma Company’s interactive sampling technology – Poparoma. When pushed, Poparoma releases a different puff of scent that represents each destination. Each aroma has been developed by The Aroma Company in partnership with DigitasLBi . Destinations being brought to life include the USA, Australia and Brazil.

Appearing at the Kuoni store at Bluewater shopping centre in Kent on Friday 25th October (L109B Lower Guild Hall, Bluewater, DA9 9SN), visitors to the Kuoni store will be invited to guess what each of the destination fragrances are, for the chance to win a holiday for two in the Maldives.

Kuoni Scents of Adventure map featuring Poparoma

Kuoni Scents of Adventure map featuring Poparoma

Hayley Potts Manager of Kuoni Bluewater said: “We are delighted to bring this unique piece of art to the shoppers of Bluewater. From my personal travels, nothing ignites travel stories like scents such as the spices of a Moroccan market or seaweed at the beach; my mind travels back to that moment before I’ve even realised it.”

Brian Woodhouse, Kuoni Retail and Trade Marketing Manager added: “The scents and smells experienced in different countries are an integral part of the overall sensory experience of a holiday; and possibly one that we take for granted. We hope the Scents of Adventure map will entice customers to find out more about the destinations that inspired it.”

As well as the interactive map, Kuoni and DigitasLBi are inviting selected travel bloggers to write about what they think is the scent of the Maldives, to boost social signals and increase destination authority for Kuoni. The blogger who writes the best post will win a seven-night full-board holiday in the Maldives.

Mark Fleming, Digital Marketing Manager at Kuoni said: “Scents of Adventure brings to life the amazing sensory experience of some of our most popular destinations. We hope the initiative wows our customers and provides inspiration for travel bloggers, a key group of digital influencers for us.”

Val Lord, Managing Director of The Aroma Company added: “Poparoma is the Aroma Company’s patented interactive scent sampling device that delivers a puff of aroma, each time the button is pressed. Poparoma’s flexible design means it can be used in different styles of display from experiential activity, to point of sale sampling. We’ve really enjoyed the challenge this initiative provided us, and wish all the entrants to the competition the best of luck”.

Think we could assist you and your brand? Call on +44(0)1491 835510 or email us


Pure Beauty Awards 2013: Roundup

What a great night at the Pure Beauty Awards 2013! Champagne reception, a scrummy three course meal, Rick Edwards of E4 fame presenting the awards and, of course, an evening celebrating the best beauty launches of the past year.

Rick Edwards presenting The Pure Beauty Awards 2013

Rick Edwards presenting The Pure Beauty Awards 2013

Attendees included Katie Price and Lauren Goodger, who both picked up awards for products launched this year (Kissable and Lauren’s Way Lashes respectively). All the award winners can be viewed here.

Best New Design & Packaging Award for Katie Price's Kissable

Best New Design & Packaging Award for Katie Price’s Kissable

The Pure Beauty Awards allowed us to remind beauty care brands that where the fragrance of their product is a key selling point, our portfolio of solutions can be tailored to their promotional and communication needs to create a bespoke, engaging and beautifully scented campaign.

We also had the privilege of assisting our fellow sponsor, P&G Prestige, to demonstrate their entrant to the Best New Male Fragrance category; James Bond 007 fragrance for men.

James Bond 007 fragrance

The James Bond 007 fragrance – awarded Silver for Best New Male Fragrance

Rather than use product demonstrators to spray attendees upon entry to the awards, our aromacobox diffuser was used to create a zone of scent.

AromacoBox diffuser - for creating scented ambience and zones.

AromacoBox diffuser – for creating scented ambience and zones.

Together with branded banners, the aromacobox enabled the 007 scent to be sampled without the need for supervision or interaction. Upon entering and leaving the Savoy’s ballroom, the attendees experienced and were reminded of the James Bond 007 fragrance brand. A great example of Scent Media!

The Aroma Company – aroma and scent marketing specialists. Getting your brand closer to the consumer through engagement, enhancement and education.

Think we could assist you and your brand? Call on +44(0)1491 835510 or email us


Stompin’ at the Savoy: AromaCo sponsor Pure Beauty Awards 2013

The Aroma Company (together with P&G Prestige, Yardley London and Fuel PR) are proud to sponsor this year’s Pure Beauty Awards.Pure Beauty Awards 2013

An annual event, the Pure Beauty Awards celebrate the best in beauty; the most efficacious, exciting and innovative products launched between 1st September 2012 to 1st August 2013.

Voting for the product entrants (34 categories) ended at the end of September. The Pure Beauty Awards are voted for exclusively by Pure Beauty’s readers, including the sales staff in every Boots, Debenhams, House of Fraser, John Lewis, Lloydspharmacy, The Perfume Shop, The Fragrance Shop, and Superdrug – plus Harrods, Selfridges, key independent department stores, pharmacies and supermarket health and beauty departments.

Hosted by Rick Edwards, winners will be announced at a glamorous awards ceremony in the Lancaster Room at the Savoy Hotel in London on the 17th October and detailed in the November issue of Pure Beauty Magazine.

Pure Beauty Awards 2012 - held at The Savoy.

Pure Beauty Awards 2012 – held at The Savoy.

The awards are organised by Pure Beauty magazine, the UK’s most popular and successful beauty retail trade magazine. Pure Beauty magazine showcases the latest and greatest products in the industry.

Pure Beauty Magazine Oct 2013

Pure Beauty Magazine Oct 2013

Sounds like your kind of magazine? You can subscribe here.

Remember to check back soon for a report of the night.



The Toast of London Fashion Week; brand story telling through aroma!

If you were given the challenge to increase the consumption of sliced bread, would you have thought of this?

To remind women what they’re missing when they skip breakfast or avoid sliced bread, the Federation of Bakers decided to leverage the hugely appetising and tempting aroma of freshly made toast. Who could resist? Not me!

Presented with this challenge (by the Federation’s agency, Red Consultancy) the Aroma Company produced an evocative Toast fragrance with bitter sweet malty base notes, dusty middle notes and top notes of yeast and a hint of caramel, all encased in beautifully labelled atomisers, as an eau de toilette.

Eau de Toast. Brand story telling with aroma.

Created by The Aroma Co: Eau de Toast.

The story doesn’t end there – presenting the perfume to models and attendees at London Fashion Week allowed the subject of breakfast and the benefits of sliced bread consumption to be discussed in a fun and healthy way, without lecturing.

Eau de Toast at London Fashion Week.

Eau de Toast at London Fashion Week. Encouraging sliced bread consumption in a fun and healthy way.

Want to read more?

Federation of Bakers

Daily Star; Fashion and Beauty Section Eau de Toast perfume review

Odorama movie cards brought back to life!

In 1981, the comedy film Polyester was released.

The leading character, Francine (played by Divine), has a particularly keen sense of smell and aromas in general are a running theme throughout the movie.

To highlight this, the writer & director, John Waters enhanced the cinema viewing experience by providing the audience with ‘Odorama’ cards.

At ten different points during the film, a number flashed up on screen and viewers were encouraged to smell the corresponding area on their card.

On the 9th of March 2013, Polyester is being shown as part of the Offscreen film festival in Belgium.

Polyester film screening

John Waters’ The Filthy World with Polyester screening

Odourama cards have been reproduced by Midnight Movies (late night films for after dark people) and The Aroma Company’s Touch to Smell technology. Touch to Smell is an advanced version of scratch and sniff. Just touching or gently rubbing the numbered areas releases smells ranging from roses to skunk, pizza to flatulence!

Reprinted Polyester cards.

Reprinted Polyester cards (front and reverse).

The Odorama cards were first recreated by The Aroma Company for Midnight Movie’s 30th anniversary rescreening of Polyester at the Edinburgh International Film festival in 2011.

Polyester audience with Odorama cards

Polyester audience with Odorama cards

© All rights reserved by Midnight Movies

Midnight Movies will also be touring, in the UK, with Polyester viewings in autumn 2013. Sign up with them to be the first to hear of screenings near you!

Recreating the aromas of the cards has been a challenge that we are very proud to be a part of.

Do you have a project that we could assist you with? No matter how weird and wonderful you think your request is, get in touch! +44 (0)1491 835510 or

Mothering Sunday

Mothering Sunday 

Mothering Sunday is the fourth Sunday of lent (not to be confused with America’s Mother’s Day – held on the second Sunday of May). Traditionally it was the day when children who worked as domestic servants in other households were given the day off to visit their mother and family.

Being a UK based scent marketing company, it wouldn’t be right for us not to encourage gift-giving of British produced aromatic items!

Flowers are a classic way of showing appreciation. How about a spring flower bouquet made with the best of English flowers & foliage? We spotted The Eden Project’s Golden Daffodil bouquet – a lovely traditional selection which includes narcissi for a subtle spring scent!

Daffodil bouquet

However you choose to spend Mothering Sunday, we hope it is as wonderful as your mum is!

The Aroma Company – your source for scent based marketing communications. Speak to us about how we can enhance your events and promotional activites. Tel: +44 (0) 1491 835510 or