Touching smells, sniffing colours, tasting odours: a synaesthetic approach to fragrance in market research

Luigi Toiati
Focus, Italy

Alan Branthwaite
Ignition, United Kingdom


This paper looks at two aspects of fragrances which roughly correspond to sociological and psychological perspectives.

The first section examines the sense of smell and the human experience (sensory and social) of fragrances. The second section is concerned with the marketing of fragrance brands and the elusive role of stylishness in creating brand equity. Both sections identify appropriate tools for the investigation and development of fragrance products.


“Sweat, mould, urine, blood, carcass, rot, shit, corpse, vomit”.