Ambient Fragrancing

by Wendy Mackay MIAAMA

Of all the senses, smell has the most direct and immediate effect on our emotions. Being processed by the limbic centre of the brain, smell can influence our emotion in an unconscious way.

Now in the commercial arena Ambient Fragrancing (also known as Environmental Fragrancing or Aroma-marketing) is seeking to influence the atmosphere in order to influence customer behaviour. It is little different to the suggestions of baking some biscuits or putting on some coffee if you are looking to sell your home. It can seek to create an effect or even to enhance brand identity.

Some environments naturally have and aroma identity. We have all experienced the sudden feeling of hunger when inhaling the aromas of a bakery, or the smell of freshly roasted coffee. What about the freshness of a florists or garden centre? We do it in our own homes by the aromas of essential oils or candles, or even the type of food we like to cook!

However not all environments have an identifying aroma, or even perhaps have an undesirable aroma. Consider the often stressful aroma of the dentists surgery or the sweaty ambience of the local gym for example. And this is where ambient fragrancing can really come into play.

Unfortunately atmosphere is often sought by the use of synthetic fragrances, such as commercial air fresheners, but it is just as easy to use natural essential oils to create these effects and with more desirable effects on the environment.

There are many environments in which aromas can be used, such as

- retail stores  to enhance brand identity

- gyms and fitness centres to create freshness and cancel out the aroma of the sweaty gym

- medical and dental surgeries to freshen and create a relaxing environment

- homes for sale or rent to create a homely welcoming atmosphere

- offices and high pressure workplaces to enhance concentration and reduce stress

- and more

Even in your own home you can use essential oils to create a different atmosphere at different times. Fresh in the morning, relaxing in the evening, mentally stimulating for study, or for special times of the year (such as Christmas).

Try experimenting with the effects of different oils or feel free to contact Essence of Wellbeing for advice on your particular environment and how to get the most from your essential oils.

Wendy Mackay is a qualified Aromatherapist and member of the International Aromatherapy and Aromatic Medicine Association (IAAMA). Wendy and her husband David run Essence of Wellbeing a successful Aromatherapy & Massage Supply and Pure Natural Skin Care business, based in Mornington on the beautiful Mornington Peninsula in Victoria Australia.