What does summer smell like?

Summer is more than just a season. Summer is a feeling. And this feeling often doesn't begin with the first hot day or the first dip in the water – but with a single scent.

The smell of sunscreen. Freshly cut grass. Watermelon. Saltwater. A warm summer rain on hot asphalt. That's exactly what Jens and Kessi discuss in the latest episode of our podcast "Scent Marketing Talk." Because hardly any other season is as emotionally connected to smells, memories, and longing as summer.

Why fragrances instantly evoke summer feelings

Our sense of smell is directly linked to emotional memory. That's precisely why a single scent is often enough to instantly transport us back to our childhood, our last vacation, or a perfect summer day.

Many people associate summer with:

• sunscreen

• Ice

• outdoor swimming pool

• freshly cut grass

• warm asphalt after rain

• sea air

• barbecue evenings

• Watermelon

• Vacation

• Flowers and herbs

What's particularly interesting is that everyone has their own personal "summer scent". While some immediately think of sunscreen and the beach, others remember garden hoses, sherbet powder, or fries from the outdoor pool.

It is precisely these emotional connections that make fragrances so incredibly effective in marketing.

The scent of summer rain – Petrichor

A smell that almost everyone loves: summer rain after a hot day.

This scent actually has a scientific name: petrichor. The term comes from ancient Greek and describes the typical smell that arises when rain hits dry earth.

This scent becomes particularly intense after summer thunderstorms. At that time, ozone also mixes into the air – a fresh, clean smell that many people find especially pleasant.

Why do we love this fragrance so much?

Because it represents cooling, relaxation, and relief. These are precisely the kinds of emotions that are crucial when companies want to use scent marketing.

Summer advertising works through memories

In this podcast episode, Jens and Kessi discuss legendary summer advertising from the 80s and 90s in detail. Ice cream advertising, in particular, succeeded in conveying a genuine feeling about life.

Who doesn't remember:

• “Like Ice in the Sunshine”

• "This is what summer tastes like"

• Bacardi Feeling

• Ice cream truck in the village

• outdoor swimming pool and water slide

This advertisement never just sold ice cream. It sold freedom, sunshine, beaches, lightness, and good cheer.

And this is precisely where scent marketing becomes interesting.

Because scents also function like an emotional time machine. They convey feelings faster than images or music. As soon as a scent feels familiar, memories and emotions automatically arise in the mind.

Why summer scents are particularly effective in scent marketing

Summer fragrances are among the most emotionally powerful fragrance worlds. They instantly evoke:

• Freshness

• ease

• Holiday spirit

• relaxation

• energy

• good mood

Especially in retail, hotels, travel agencies, gyms or beauty areas, summery fragrances can have an enormous effect.

A fresh summer scent can brighten up rooms:

• make it seem more pleasant

• emotionally charge

• to be remembered longer

• Positively influencing customers emotionally

It's not about simply making a room "smell good". It's about creating atmosphere.

What does "summer" actually smell like as a perfume?

The perfume industry has also been grappling with the question for decades: How can summer be translated into a fragrance?

This podcast episode features three legendary summer perfumes.

Dolce & Gabbana – Light Blue

An absolute classic.

The fragrance represents:

• Mediterranean lightness

• Lemons

• fresh sea air

• warm skin

• Summer on Capri

The combination of Sicilian lemon, apple, bamboo and musk creates exactly this feeling of a holiday by the sea.

Davidoff – Cool Water

This perfume revolutionized the world of aquatic fragrances in the late 1980s.

Instead of heavy, oriental men's fragrances, Cool Water brought:

• Freshness

• ocean

• mint

• cold

• clarity

Particularly interesting: Mint scents can actually make rooms appear subjectively cooler.

Can fragrances really "cool"?

Yes – indeed.

In the podcast episode, Kessi includes a recent study from 2025. This study demonstrated that menthol and mint scents activate the same cold receptor as cold air.

The result:

People subjectively perceive rooms as up to two degrees cooler.

Especially in summer, scent marketing can not only have an emotional effect, but also positively influence the perception of space.

Jil Sander Sun – The scent of sunscreen

Few fragrances are as strongly associated with summer as "Sun" by Jil Sander.

The scent immediately evokes:

• sunscreen

• warm skin

• Beach

• Vacation

• heat

• Sunsets

Vanilla, sandalwood and warm, powdery notes create that typical "summer feeling on the skin".

And precisely these kinds of associations are extremely valuable in scent marketing.

What does summer smell like in different regions?

That's another interesting point in the podcast episode.

Because summer smells different everywhere.

Summer in the city

• hot asphalt

• street cafes

• perfume

• Coffee

• fries

• Car exhaust fumes

• warm air

Summer in the countryside

• hay

• grass

• Herbs

• Earth

• stall

• ripe grain

• forest air

Summer by the sea

• Salt air

• sunscreen

• algae

• sea breeze

• Cocktails

• Ice

• fish restaurants

Summer in southern holiday destinations

• lavender

• jasmine

• rosemary

• citrus fruits

• warm stones

• grapes

• Mediterranean herbs

All these smells immediately trigger images and emotions – and that is precisely why they are so valuable for brand staging.

Our new summer fragrances 2026

Of course, Jens and Kessi also talk about the new summer fragrances from REIMA AirConcept in the episode.

Sunny Skin

A warm, creamy fragrance reminiscent of:

• sun-kissed skin

• sunscreen

• Beach days

• Summer vacation

  remembers.

With:

• Orange blossom

• lily

• sandalwood

• Ambergris

• musk

This creates an elegant, sunny fragrance with a true summer atmosphere.

Ideal for:

• travel agencies

• tanning salons

• Beauty areas

• Wellness

• Hotels

Peach Glow

The second new summer fragrance focuses on fruity freshness.

With:

• peach

• apricot

• Apple

• jasmine

• rose

• musk

Peach Glow appears modern, light and at the same time pleasantly elegant.

A fragrance that instantly lifts your spirits and is perfect for summery room concepts.

Conclusion: Summer is a feeling of fragrance

Summer smells different to everyone – and that's exactly what makes it so emotional.

For some it's sunscreen. For others, freshly cut grass. Or childhood ice pops. Summer rain. Sea air. Outdoor swimming pools. Barbecues.

Fragrances create memories, atmosphere, and emotions like almost no other medium.

And that is precisely why scent marketing is particularly effective in summer: It activates longing, lightness, holiday memories and positive feelings – often within seconds.

Or as Jens says in the podcast: "Summer smells of thousands of memories."

And it is precisely these memories that remain permanently in people's minds.