The Scent of Packaging Will Turn Into the Scent of Success

The Scent of Packaging Will Become the Scent of Success Bürkan Çiftçigüzeli, Founder and Creative Director of B12 Creative Branding, says that the scent factor will become increasingly important for a product on store shelves to influence the end consumer, emphasizing that the scent of packaging will over time transform into the scent of success. In the 21st century, it is becoming increasingly difficult to differentiate products from one another and to win shelf wars. To increase sales and capture customer attention, packaging—which has become the storefront of the product—holds great importance. Pointing out that scented packaging is a determining factor in consumer preferences, Bürkan Çiftçigüzeli, Founder and Creative Director of B12 Creative Branding, explained the appealing effect of scent in the purchase process.

Scent technology is giving packaging a new identity

Noting that consumer purchasing decisions in categories such as cosmetics, hygiene, and cleaning are particularly determined by scent, Bürkan Çiftçigüzeli stated: "For example, when purchasing shower gel, we all know that opening the packaging and encountering a scent that meets expectations determines whether the product will sell. That is, a good-smelling product or packaging definitely increases sales. Research shows that the scented packaging market has grown by 15 percent in recent years. It is not difficult to foresee that this growth will continue to increase. Because as scent technologies develop, the ability to shape consumer purchasing habits also increases. In fierce shelf wars, products that highlight their scent enter shopping carts due to packaging differentiation, while those that fail to convey their scent remain on shelves. At this point, brands that wish to adopt a bold and innovative approach can use scent technology to give their packaging a new identity, and this benefits these brands the most," he said.

This extraordinary presence on shelves wins consumers' hearts

Stating that scented packaging is highly advantageous in terms of creating brand loyalty and maintaining product integrity, Çiftçigüzeli said: "While the opportunities for consumers to make purchasing decisions based on scent while browsing store shelves were once quite limited, now thanks to new packaging technologies, it is possible to use scents enhanced with different aromas as a marketing element in packaging designs. Adding scent to packaging prevents products on shelves from being constantly handled, while also preventing damage such as crushing, squeezing, or improper closure. Moreover, this method used in packaging design makes it possible to save both time and materials. Furthermore, in packaging designs that combine a successful scent experience, it is possible to make the product feel fresher, more flavorful, or more intense. In addition to all of this, scent in packaging design allows companies to highlight their brand identity, while this extraordinary presence on shelves is quite effective in creating brand loyalty among consumers," he noted.