The Scent of Fear: Halloween, Horror, and Scent Marketing

From the sweat of fear to the stench of rotting animal carcasses on the set of a classic horror film, to deliberately used creepy scents: Why our nose plays a bigger role in fright than we think.

By Jens E. Reissmann, Managing Director and Perfumer of REIMA AirConcept GmbH

When fear is in the air

Welcome to our Halloween special! Today we're looking at an often underestimated creepy factor of our senses: the sense of smell.

What smells frighten us? And why can a scent sometimes literally freeze our blood?

We've already discussed fear, phobias, and escape rooms in previous posts. Today, we're taking it a step further. Because smells can evoke memories and emotions, warn of danger, and significantly alter the atmosphere of a room.

I would argue that our sense of smell is one of our oldest biological warning systems. Certain smells can trigger emotional reactions very quickly – even before we consciously identify what we are actually smelling.

And this is precisely the principle used by nature, horror films, and professional haunted houses. So let's turn off the lights and trust our noses. Because today, the air smells of fear!

Halloween in Germany: From an American trend to a multi-million dollar business

Halloween is celebrated on the evening of October 31st. The name derives from All Hallows' Eve, the eve of All Saints' Day. In Germany, Halloween also coincides with Reformation Day, which is a public holiday in several federal states.

But since when have we actually been celebrating Halloween in Germany?

The festival, in its current form, became particularly popular in the 1990s. A major catalyst was the 1991 Gulf War, which led to the cancellation of numerous carnival events. This resulted in significant revenue losses for costume manufacturers and carnival merchandise suppliers: costumes, masks, and other seasonal items remained unsold in warehouses.

The industry needed a new occasion to sell these products. Halloween, which had already established itself in the USA as a major costume and candy festival, offered a suitable opportunity. From 1994 onwards, the trend was further promoted by targeted public relations efforts from the costume industry. American films and television series, as well as the confectionery industry, also contributed to making Halloween known in Germany.

What initially began as an economic response to a cancelled carnival season developed into a fixed date in the event calendar by the end of the 1990s and around the turn of the millennium.

Today, Halloween has long been a significant economic factor. According to the German Retail Federation (HDE), sales for Halloween in 2024 were expected to reach around €540 million. The forecast for 2025 was approximately €520 million. Sweets, food, costumes, makeup, and decorations are particularly in demand.

Retailers have turned Halloween into its own season. Weeks before October 31st, supermarkets are already stocked with gummy eyes, licorice bats, and chocolate monsters. Add to that pumpkins, artificial spiderwebs, skeletons, fairy lights, and elaborately decorated front gardens.

Halloween parties and costume events have long been part of the tradition. Internationally, German supermodel Heidi Klum, with her elaborate Halloween costumes, has become a well-known ambassador for the holiday.

Typical customs include pumpkin carving, spooky parties, and of course, trick-or-treating. Children in costumes go from house to house hoping for sweets. Sometimes, however, it doesn't stop at sweets: toilet paper in the front yard or shaving cream on the front door can also be part of Halloween night.

Personally, I find Christmas decorations more beautiful. But when it comes to Halloween, things are only just getting really interesting for us scent enthusiasts.

Why unpleasant smells trigger an alarm so quickly

Can we smell danger? Yes, at least our sense of smell can alert us to potential dangers.

Scents are closely linked to brain regions involved in emotions, memories, and behavioral responses. Therefore, a scent can evoke an intense memory or an unpleasant feeling within a very short time.

In studies on olfactory perception, people often react to unpleasant odors with pronounced defensive responses. These include disgust, withdrawal, and the desire to move away from the source of the odor. Such reactions are useful: Spoiled food, smoke, or certain chemical odors can indicate danger.

However, smells are not infallible danger detectors. Not every unpleasant odor is dangerous, and not every danger can be detected by smell. Nevertheless, the sense of smell is an important part of our perception.

This provides a fascinating basis for horror films. While we consciously observe and categorize an image, a smell can immediately evoke memories and associations. A musty cellar smell, cold smoke, or the impression of decay can make a scene seem threatening, even if we don't actually see the source.

Fear sweat: Can we smell other people's fear?

Do you know that feeling? You have an important job interview or are about to take an exam – and suddenly you start sweating.

In such situations, the body activates its stress response. The sweat itself initially has hardly any smell. Only when skin bacteria break down certain components of the sweat does the typical body odor develop.

The smell of stress sweat can differ from the smell we experience during physical exertion. Its composition and odor depend on factors such as the sweat glands involved, the skin flora, and the specific conditions.

But can you actually smell another person's fear?

Research suggests that people can react to body odors that arise under stress or anxiety. In experiments with sweat samples from people who, for example, went skydiving or watched emotional film scenes, participants showed changes in their emotional processing and attention.

One could therefore say that fear can, under certain conditions, also be communicated through smells. However, this does not mean that we can always clearly recognize fear in other people based on a specific scent.

The idea is still fascinating for the theme of Halloween. We don't even have to see the scary figure: the combination of darkness, noises, and an unpleasant smell is enough to increase our tension.

Smoke, sulfur and decay: scents as warning signals

Some smells are particularly closely associated with potential dangers.

Smoke and the smell of burning:

Smoke can indicate a fire or overheating. The acrid smell of burning materials therefore often immediately triggers heightened awareness. In certain situations, it can indeed be an important warning signal.

Sulfur and rotten eggs:

Hydrogen sulfide has a characteristic rotten egg smell at low concentrations and is toxic. The typical smell of natural gas is also familiar to many people. Natural gas is odorless by nature; therefore, sulfur-containing odorants are added to it to improve leak detection. The smell is intended to alert people to a potential danger – however, it is no substitute for appropriate safety precautions.

Ozone and electrical-metallic notes:

A characteristic, pungent odor may be noticeable after thunderstorms or during certain electrical processes. Many people associate it with charged air or an approaching storm. However, the smell alone does not provide a reliable indication of whether a dangerous event is imminent.

Decomposition and rot:

The decomposition of organic material produces numerous chemical compounds. These include putrescine and cadaverine, which are associated with the smell of decay. Such odors are often perceived as particularly repulsive.

These scent images are ideal for Halloween: smoke, sulfur, damp earth, mold and decay give our minds an idea of danger, darkness and decay.

However, unpleasant odors are not only perceived in nature. They can also be deliberately used in technical and staged environments.

When smell becomes a warning system

In certain areas, smell is a deliberately used warning device. A well-known example is the use of odorants for natural gas. They make an otherwise odorless gas more easily detectable by giving it a noticeable smell.

Odors can also play a role in the detection of certain substances in industrial work environments. However, they should not be considered the sole safety measure: many hazardous gases are odorless, and some substances impair the sense of smell.

In security and event technology, fog systems are also used to block lines of sight or create special effects. With certain security fog systems, the primary focus is on rapid visual impairment; other applications work with additional stimuli. Such systems are distinct from the intentionally scented fogs used to create a specific atmosphere in a show or haunted house.

Animals also use strong odors for defense. Perhaps the best-known example is the skunk, which sprays an extremely unpleasant-smelling secretion when threatened. The smell is intended to keep attackers at bay. Some insects, including stink bugs, also release strong-smelling defensive substances.

Nature provides the example: smells can warn, deter, and influence behavior. Halloween and scent marketing utilize this effect – but with one crucial difference: we voluntarily pay to be frightened.

The smell timetable in the haunted house: First cotton candy, then decay

Professional haunted houses utilize a wide range of sensory experiences. Darkness, sounds, changes in lighting, moving scenery, and actors appearing unexpectedly are standard features. Scents can further enhance this atmosphere.

Imagine you're standing in line. The air smells of popcorn, roasted almonds, or cotton candy. These sweet, familiar scents evoke memories of fairs, childhood, and entertainment. You wait, chat, and slowly get used to the surroundings. Then the door opens.

The path leads through a narrow passage. Suddenly it becomes dark. An eerie noise sounds, cobwebs brush against your face. And the smell changes: instead of cotton candy, a musty scent now hangs in the air, reminiscent of damp earth, old wood, or an abandoned cellar.

The contrast makes the staging effective. A familiar scent can enhance a relaxed atmosphere; an unexpected, unpleasant olfactory backdrop can subsequently make the scene seem more alien and threatening.

Smell alone doesn't automatically create fear or claustrophobia. The crucial factor is the interplay with the spatial conditions, expectations, and other sensory impressions. But therein lies the art: a professionally designed horror experience tells a story not only with images and sounds, but also with scents.

And it gets even bigger.

Universal Halloween Horror Nights: When horror becomes an adventure

Universal's Halloween Horror Nights are among the most popular seasonal horror events. They take place at locations including Universal Studios Florida in Orlando and Universal Studios Hollywood in Los Angeles. Similar horror experiences are also offered at other international locations.

For these events, elaborately designed labyrinths and haunted houses are constructed. They draw on well-known horror films, such as the Halloween film series with the killer Michael Myers as the main character, or tell original stories. Visitors encounter monsters, eerie figures, and surprising scares.

A particularly interesting aspect is the interplay of sensory impressions. Fog, darkness, sounds, and spatial design are combined with smells reminiscent of smoke, damp cellars, or decay. In other scenes, deliberately familiar or sweet scents are used to create a contrast to the subsequent scene of horror.

The smells are part of a comprehensive presentation. They don't necessarily have to be consciously perceived in order to influence the perception of a room.

Universal has now expanded the horror experience beyond seasonal theme park events. In Las Vegas, Universal Horror Unleashed, a permanent horror attraction, has opened, combining various themed areas with dining and lounge areas.

The visitors shouldn't just look at something. They should immerse themselves as deeply as possible in a foreign world. And the nose plays an important role in this.

The Texas Chain Saw Massacre: The Horror Behind the Scenes

During my research on the play with fear and horror, I repeatedly came across a horror film that is particularly interesting for this topic: The Texas Chain Saw Massacre from 1974, known in Germany as Blutgericht in Texas or Das Kettensägenmassaker.

Tobe Hooper's film is considered an influential classic of the horror genre. Its impact stems not only from the plot, but also from the raw atmosphere, the restless camerawork, and the bone-chilling sound of the chainsaw.

The film advertised itself as being based on a true story. In fact, the story of the cannibalistic family in Texas is fictional. However, the character "Leatherface" and the idea of wearing masks made of human skin were inspired, among other things, by the crimes of the American murderer Ed Gein. Gein killed two women and made objects from their body parts.

But the real horror we're talking about here didn't just take place on screen. The conditions on set were also extreme.

Temperatures over 40 degrees Celsius, real animal carcasses, and an unbearable stench.

The film was shot in Texas in the summer of 1973. The budget was very low, ranging from about $60,000 to $140,000 depending on the source. Consequently, there was a lot of improvisation.

Real animal bones and carcasses were used to furnish the house; even blood from the slaughterhouse was used. With outside temperatures well over 40 degrees Celsius, the interior was further heated by the spotlights. The organic material began to decompose, and the smell became an enormous burden for those involved.

The windows couldn't simply be opened during filming because lighting and sound conditions had to be observed. The actors and crew had to cope with the heat and the stench.

Gunnar Hansen, who played Leatherface, wore a synthetic costume that wasn't washed during the approximately six-week shoot. There were fears it might discolor or shrink. Over time, the costume itself became an additional burden – and his colleagues increasingly kept their distance.

The dining room scene is particularly notorious, having been filmed over an exceptionally long period. The heat, the smell of the props, and the physical exhaustion made the work extremely difficult. Marilyn Burns, who played Sally, had to push herself to her limits in this scene.

During the filming of the scene in which Sally's finger is injured, a dangerous incident also occurred: because the effect with fake blood caused problems, she was actually injured with a knife, according to reports from the set. The visible blood was therefore not solely a special effect.

And the chainsaw was no harmless toy either. Using the device entailed real risks; in one scene where Hansen slipped in the mud, the running saw came dangerously close to his head.

Why the film seems so brutal even though it doesn't show many things

It is noteworthy that, despite its reputation, the film shows comparatively little explicit violence. Hooper relied heavily on suggestion, psychological pressure, hectic visuals, and disturbing sounds.

The audience fills in the blanks in their minds, what the camera doesn't show. This can actually amplify the effect: our imagination plays a part, and often the images we conjure up are more frightening than a scene explicitly shown.

And so we come full circle to our topic. In The Texas Chain Saw Massacre, the horror isn't solely created by what we see and hear. The stories about heat, rotting materials, and the extreme filming conditions also clearly demonstrate the role smells can play in shaping our imagination.

Anyone watching the film can pay attention to how strong the atmosphere is, even though the stench of the set obviously doesn't penetrate the screen. The nose has to imagine the rest.

More Leatherface movies

The success of the original led to several sequels and reimaginings. In 1995, The Return of the Texas Chainsaw Massacre was released, starring Renée Zellweger and Matthew McConaughey, among others. An official remake followed in 2003, and its prequel, The Beginning, came out in 2006. In 2022, Texas Chainsaw Massacre was released, continuing the story of Leatherface decades after the original.

The character remains an integral part of horror culture – and reappears in modern haunted houses.

Perfume inspired by the horror film: The Texas Chainsaw Massacre by Xyrena

To celebrate the 50th anniversary of the classic film, the fragrance brand Xyrena released an officially licensed fragrance based on The Texas Chain Saw Massacre in 2024. The fragrance was part of the Cinematic Scent Archive series and presented in packaging reminiscent of a nostalgic VHS video cassette.

What does a perfume inspired by such a film smell like?

The manufacturer's description connects the sun-scorched landscape of Texas with rugged, rustic, and smoky scent images. The fragrance opens with notes of southern blackberries and bergamot. The heart notes reveal prairie roses, vast green fields, and the smoky impression of chainsaw exhaust.

The base consists of worn leather, Texan cedar, and honey mesquite wood.

In my many years as a perfumer, mesquite was initially an unfamiliar fragrance ingredient. The wood is primarily used in Texas and Mexico, among other things for smoking and grilling. Its character can be described as woody and resinous, with sweet, sometimes caramel-like notes.

The scent description of Xyrena doesn't simply recreate the smell of decay. Rather, it interprets the landscape, the heat, the leather, and the smoky atmosphere of the film. Dusty country lanes, dry wood, and the harsh environment are meant to activate the viewer's imagination.

This is an exciting example of how perfumery can tell a story without having to recreate the smell of a real film set.

Halloween in a bottle: Trick 'r Treat by Xyrena

But it doesn't always have to be pure horror. Halloween also has a nostalgic, playful side. A good example of this is the cult film Trick 'r Treat from 2007.

The film centers on Sam, a mysterious figure in orange pajamas and a burlap mask. It plays with Halloween traditions and the idea that one shouldn't break the rules of this night.

Xyrena also released an officially licensed fragrance for this film in 2024. While the Texas Chainsaw Massacre fragrance focuses on raw, dry, and smoky associations, Trick 'r Treat aims to capture the familiar autumn and Halloween atmosphere.

The manufacturer's description mentions caramel apples, pumpkin spice, damp withered leaves, and licorice. Added to this are the fresh autumn air, the sweet note of an orange lollipop, and the cozy warmth of a fleece pajama set.

This is a completely different fragrance story: less shock, more memory. Sweetness, spice, and earthy notes evoke thoughts of autumn markets, pumpkins, sweets, and cool evenings.

Both fragrances demonstrate how differently a film theme can be translated olfactorily. One focuses on a raw menace, the other on the nostalgic side of Halloween.

Scent marketing: When the nose becomes part of the experience

What does all this have to do with scent marketing?

A great deal. Because scent marketing deals with how smells can influence the perception of spaces, brands, and experiences. It's not just about pleasant scents. Crucially, the scent must suit the situation and support the desired atmosphere.

In a hotel, shop, or spa, a carefully chosen fragrance can create a pleasant atmosphere. At an event, an immersive experience, or a haunted house, however, fragrance design can serve entirely different purposes: it can make an environment seem more believable, create a contrast, or emotionally enhance a scene.

The sweet scent of popcorn evokes different associations than damp wood, cold smoke, or a musty cellar smell. When these scents are used consciously, the nose can become part of a story.

Less isn't always more – but more isn't automatically better either. A fragrance must be used in moderation, appropriate for the space, and harmonious with the other sensory impressions. An overly intense scent can detract from the experience rather than enhance it.

Especially for professional fragrance concepts, it's therefore important not to simply introduce any scent into a room. It's about understanding the desired effect and selecting the appropriate fragrance character to achieve it.

Halloween makes this principle particularly clear: We don't just experience a story with our eyes and ears. Our nose can also play a crucial role in whether an environment feels familiar, eerie, nostalgic, or threatening.

Why we voluntarily scare ourselves

Why do people pay to be scared in a haunted house or to watch a horror movie?

Part of the appeal lies in the fact that we experience fear within a controlled framework. We are generally aware that we are in a staged scenario. Nevertheless, our bodies react to sudden noises, unexpected movements, and unsettling sensations.

The tension arises from the interplay between anticipation and surprise. A familiar scent can be calming, while a sudden unpleasant odor can alter the atmosphere. A sound we can't identify adds to the unpredictability.

The best scary experiences, therefore, don't rely solely on the loudest possible jump scares. They build atmosphere, keep us waiting, and give free rein to our imagination. Scents can support this process because they evoke memories and associations, even if we can't always consciously name them.

And sometimes just a hint of mustiness is enough to turn an ordinary room into a place where you suddenly don't feel quite comfortable anymore.

Conclusion: Halloween is also a feast for the nose

Halloween thrives on images, sounds, costumes, and stories. But the sense of smell is an often underestimated part of the experience.

Pleasant scents can convey a sense of familiarity and security. Smoke, sulfur, damp earth, and associations with decay, on the other hand, can create an eerie atmosphere. Haunted houses, horror films, and themed environments utilize this knowledge to make stories more intense and believable.

The backstory of The Texas Chain Saw Massacre shows that smells can become part of a story even off-screen. And the licensed fragrances for The Texas Chain Saw Massacre and Trick 'r Treat illustrate how differently horror and Halloween nostalgia can be translated into scents.

As a managing director and perfumer, I am particularly interested in this connection: How can an atmosphere be created with fragrances? How can a scent evoke memories, create excitement, or make an experience unique?

Perhaps next time you watch a horror movie, you'll think about how much your nose contributes to the atmosphere – even if the television doesn't actually emit a real smell of decay.

And if you put a pumpkin in front of your door on Halloween: Leave the light on, enjoy the sweets and trust your instincts.

Happy haunting!