Why we remember smells – but immediately forget advertising

Everyone knows that feeling: You walk past a bakery, smell fresh bread – and suddenly you're a child again, standing in your grandparents' kitchen or remembering a vacation. A single scent can trigger memories from many years ago.

At the same time, we see countless advertisements every day: banners on the internet, ads on social media, posters on the street, or commercials on television. But if we're honest, most advertising messages barely stick in our memory. Often, they're forgotten just a few minutes later.

Why is this? Why can smells evoke such strong memories, while traditional advertising often leaves little impression? And above all: What does this mean for brands and companies?

The special pathway of smells in the brain

The reason lies in the way our brain processes sensory impressions.

Smells play a special role in this process. While visual or auditory stimuli go through several processing steps in the brain, olfactory information goes directly to areas strongly associated with emotions and memories.

The sense of smell is closely linked to the so-called limbic system. This part of the brain controls, among other things, emotions, motivation, and memory. Therefore, when we smell something, this impression is immediately connected to feelings and memories.

That's why smells can trigger emotional reactions very quickly. A scent can relax us, make us happy, or remind us of a specific situation – often without us consciously thinking about it.

It is precisely this direct access to emotions that makes smells so powerful.

Why advertising is so quickly forgotten

Advertising, on the other hand, has a much harder time.

One major reason is the enormous amount of advertising messages we are exposed to daily. Experts estimate that people today have several thousand advertising contacts per day. Our brains simply cannot fully process this flood of information.

Therefore, it develops a protection mechanism: It automatically filters out a lot of content.

Especially in the digital realm, the term "advertising blindness" is frequently used. People have learned to ignore advertising. Banners are not noticed, ads are scrolled past, and promotional videos are skipped.

Furthermore, many advertising messages are very similar. Products are promoted with similar images, promises, or slogans. As a result, the emotional distinction needed to remain memorable in the long term is often missing.

Scents, on the other hand, are far less frequently used in marketing. That's precisely why they stand out more.

Emotions determine memories

Another important factor is the emotional impact.

Our brains store information particularly well when it is linked to emotions. The stronger a feeling, the more likely a memory is to persist.

Scents often trigger precisely these kinds of emotions: security, joy, nostalgia, or relaxation. That's why they can activate memories very quickly.

Traditional advertising, on the other hand, often remains on a purely rational level. Another product photo or a short advertising slogan is rarely enough to build a strong emotional connection.

This means that if a brand appeals to multiple senses – especially the sense of smell – it can create a significantly stronger and more lasting memory.

What does this mean for brands?

The sense of smell offers enormous potential for companies.

Many brands invest heavily in visual identity: logos, colors, design, and packaging. These elements are important and shape a brand's image.

But the sense of smell is often underestimated.

A distinctive scent can become a powerful identifying feature. People automatically associate this scent with a brand or a place.

A common example is hotels, fashion boutiques, or retail spaces where a specific scent is used. Customers often perceive this scent subconsciously but associate it with their experience.

When they smell the same scent again later, they automatically remember the brand.

Fragrance as part of brand identity

This concept is often referred to as scent branding or scent marketing.

In this process, companies develop their own fragrance, which is then strategically deployed at various touchpoints. The fragrance thus becomes an integral part of the brand identity.

Typical deployment locations include, for example:

• Shops and retail spaces

• Reception areas or showrooms

• Trade fairs and events

• Product packaging

• Shipping packaging

The fragrance enhances the overall brand experience. It can create an atmosphere, evoke emotions, and make customers feel more comfortable.

It's important that the fragrance suits the brand. A luxury hotel, for example, might use warm and elegant scents, while a sports brand would likely use fresh and energetic fragrances.

Multisensory marketing

The use of fragrance is part of a larger marketing approach: multisensory marketing.

The aim is to appeal to multiple senses simultaneously. These include:

• Visuals (design, colors, images)

• Listen (music or sound logos)

• Touch (materials and surfaces)

• Smell (fragrance)

• Taste (in food or events)

The more senses are involved, the more intensely an experience is perceived.

For example, entering a store with pleasant music, warm lighting, high-quality materials, and a pleasant fragrance creates a holistic experience. This is much more memorable than a simple advertisement.

How brands can strategically use fragrance

For scent marketing to work, it should be used consciously and strategically.

The fragrance must fit the brand.

The fragrance should reflect the personality and values of the brand. Only then can a credible connection be created.

The fragrance should be pleasant and subtle.

An overly strong fragrance can quickly become bothersome. The goal is a pleasant atmosphere, not a dominant cloud of perfume.

Consistency is important

The same fragrance should be used at as many contact points as possible. This creates a clear recognition value.

The fragrance should be associated with positive experiences.

When customers perceive a fragrance in a pleasant environment, this experience is stored in their memory for the long term.

Why scent marketing is worthwhile for companies

The biggest advantage of scent marketing is that it usually works subconsciously. Customers often don't actively perceive a scent as a marketing measure – yet it still influences their perception and behavior.

Studies show that people often feel more comfortable in pleasantly scented rooms. As a result, they stay longer, rate products more positively, and remember the brand better.

Especially in brick-and-mortar retail, a suitable fragrance can make a significant difference. It creates atmosphere, enhances the brand experience, and ensures that customers associate a place with positive feelings.

And this connection is crucial: when people perceive the same scent again later, it automatically reminds them of the brand and the experience.

Conclusion

Scents have an exceptionally strong effect on our memory. While many advertising messages are quickly forgotten, scents can activate memories for years to come.

This presents a great opportunity for brands. Those who strategically integrate the sense of smell into their brand strategy can build a deeper emotional connection with their customers.

A well-designed brand fragrance not only creates a pleasant atmosphere, but also fosters recognition and remains in the memory – often much longer than traditional advertising.

Because brands that are not only seen and heard, but also smelled, remain particularly memorable to people.