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FOLLOW YOUR NOSE
At school we learn that we have five senses, but actually we have many more. There’s a sense of pain, acceleration, fear, proprioception (where our limbs are in relation to our torso), around 16 – 27 that scientists have identified at the time of writing, although there are disagreements about which ones are sufficiently independent of the others to be named. The sense of smell is the most direct. Smell receptors leads straight into the oldest emotional part of the brain are the only ones with no protection from the air by skin or other membranes. That’s why we can feel and emotion that a scent triggers before we can name what we are smelling. The part of the brain that recognises language developed later. Smells trigger memories, good or bad, which is why companies like SLS Hotels aim to place good smells in nice places. Some organisations just smell the way they do, like biscuit factories, breweries and coffee roasters.
The idea Lush shops, despite speculations to the contrary, do not pump their scent out onto the high street. But the company, who handmake their cosmetics using their own blends of essential oils and safe synthetics, use generous concentrations of perfumes in their fresh products. As they sell all their solid products unpackaged, the scent escapes of its own accord.
100 GREAT BRANDING IDEAS • 169
100 Great Branding Ideas 14dec.indd 169
12/14/11 11:14 AM
