Fragrance Media - Print

Printing with Scented Inks & Varnishes

The Chinese used scented inks in their texts millennia ago…

The process of microencapsulation has been used in scented print ads for decades, such as perfume ads and novel Scratch n’ Sniff promotions. In more recent times, scented inks and varnishes have become better developed and non-aggressive. There are many applications that do not have the consequence of a smelly perfume ad wafting out of a magazine. Today’s technology can offer the intrigue and interaction of a passive scent that will only release its aroma after a light touch by the reader.

Both Kraft Foods and Pepsi used this style of scented ad in People magazine in 2006. And the results were amazing. A Roper Starch survey found that these scented ads increase readership by 136 percent. Another study done by The New York Times found that 81 percent of consumers would choose a product that they could see and smell over one that they could only see. By mid-2007, both The Wall Street Journal and USA Today announced that they would start selling scented ads to their customers. And since the first-quarter of 2008, scented ads are seen in many major magazines.

Scented print can also be used in direct mail campaigns, coupons, on banners, signage, and promotional stickers. Yankee Candle reported a 20 percent increase in catalogue sales after employing scent into print strategy.

Let us show you how to gain results with the application of scented inks and varnishes.

• Increase readership recall
• Engage your customer’s emotions
• Increase direct mail response
• Signage the speaks to the passerby
• Banners that get noticed
• Increase interest
• Increase sales