Nissan Launches "Brand Smell" at 2013 Detroit Auto Show


  • Nissan Auto Show Stand Picture

    Nissan Auto Show Stand Picture

    Nissan will debut what it hopes will become a familiar scent at the 2013 Detroit Auto Show. | January 09, 2013

Just the Facts:
  • Nissan will dabble in automotive aromatherapy at the 2013 Detroit Auto Show, launching a "brand smell" that it hopes to eventually roll out to its dealerships.
  • Nissan describes the fragrance as "quite a modern smell — a bit Oriental."
  • Nissan is not the first automaker to experiment with piping in scent to an auto show — Subaru spritzed a pine fragrance into the air at a Detroit auto show about 10 years ago.

FRANKLIN, Tennessee — Nissan will dabble in automotive aromatherapy at the 2013 Detroit Auto Show, launching a "brand smell" that it hopes to eventually roll out to its dealerships.

Nissan describes the fragrance as "quite a modern smell — a bit Oriental."

"As is tradition in luxury hotels and retailers, which pipe pleasing music and fragrance into their lobby and common spaces, the Nissan display features its own special scents and sounds, carefully choreographed to create a complete experience for visitors," Nissan said in a statement on Tuesday. "A distinctive fragrance will be periodically released into the display area."

Nissan is not the first automaker to experiment with piping in a subliminal scent to an auto show — Subaru spritzed a pine fragrance into the air at a Detroit auto show about 10 years ago. The trend toward branded scents is designed "to put people in the mood to spend," according to Adweek. Nissan said in a video that its new scent was supposed to make people feel "at home."

Adweek notes that Singapore Airlines uses Stefan Floridian Waters in its airplanes and Victoria's Secret sprays its branded scents into the air in its stores. Coco Chanel reportedly started the trend in 1921 when she sprayed Chanel No. 5 perfume in the dressing rooms of her Paris boutique.

Nissan did not address the growing issue of the use of fragrance on the health of "chemically sensitive" people, as described by the U.S. Centers for Disease Control. The CDC provides guidelines on the use of personal-care products, such as colognes and perfumes. Some businesses and schools have banned the use of fragrance in their facilities.

Nissan returns to the Detroit show after an absence. It said on Tuesday that it will debut its new global auto show stand, which features am amphitheater-style stage.

Edmunds says: Expect other automakers to jump on this bandwagon. But it raises lots of interesting questions. What does the Ram brand smell like? Or Lamborghini?

Comments

  • stephenb4 stephenb4 Posts:

    Very interesting, Im sure they could come up with some nice fragrances for Bentley or Aston Martin even, lots of old leather and real wood!

  • stephenb4 stephenb4 Posts:

    Looks like they worked with these guys to do the scents http://www.air-aroma.com/blog/air-aroma-and-nissan-create-scent-branding-experience-for-nissan-auto-show-stands

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