015 – Olivia Jezler of The Future of Smell – The Final Frontier of Experience

Sensory and fragrance innovation for brands…

Olivia Jezler, a sensory innovator with global experience working with fragrance in business, technology, academia, and with industry leaders including Dior, Victoria’s Secret, Johnsons & Johnsons, as well as Harvard University, the Weizmann Institute of Science and the World Economic Forum – (bio), joins Julie Fredrickson , Regina Gwynn, and Stephanie Betzler at the MouthMedia Network studios.

Smelling happiness, experiencing a brand before experiencing that brand, and wearables meet scents

Jezler shares how everything has a designed scent, words that goes with scents, associating shapes and textures with smells, how that affects product choices and perception of experience, clean, comfortable and beautiful in an invisible way, her path to getting into olfactory strategy, how does one curate the smell for a brand, how Jezler found her way into International Flavors and Fragrances working with Christophe Laudamiel. The first step in developing a sensory experience for brands for World Economic Forum in 2008, with 8 different rooms, and creating varying global experiences involving smell. Smelling happiness, associating shapes with smell, and how by understanding these and using different senses brands can avoid cognitive dissonance — but if they work together can enhance an experience. Operating at a deep instinctual experience. Experiencing a brand before experiencing a brand. Examples of uses of scent for a brand experience including Equinox and British Airways, how fragrance helps us interact more productively. Wearables associating with a calendar, emitting scents that can motivate us, one that can help us sleep better, alarm clocks waking with smell, and how this is all a fairly untapped market.

Odor detection, snack time becomes bar time, and scents in ecommerce

Not just emitting smells, but odor detection will be huge — such as augmented nose to detect illnesses, hazards, finding a partner, and an idea for a new scent based dating app. Plus, zombies. And snack time turns into bar time sensory experience with Brazilian Caipirinha and a fantastic and endless cooler. Retail hysteria, how Millennials don’t come into stores, are sense and olfactory a new way to reinvent the retail experience for brick and mortar, the need to think beyond just retail — where you experience products for the first time, such as pop ups. Social media is visual, very democratic, but when composing a smell, you don’t know if you’re doing it right. An opportunity to design products to which we feel more connected. Logistics issues, allows intimacy makes it special, ecommerce experiencing the store virtually, and grocery shopping experiences involving the senses.

Scratch ‘n’ Sniff, enhancing the experience of a physical space, and drunken noodles

How Julie’s grandfather worked on Scratch ‘n’ Sniff with 3M, and the next step beyond Scratch ‘n’ Sniff, sharing fragrances, and whether Scratch ‘n’ Sniff could help with efficiency of shopping. Setting a sense of space via smell, a full sensory user experience, adding value to a physical space and a brand, and new ways people will use scents. Deeper than a “star ingredient” to put on ourselves, more about a feeling and creating new stories. Hitting the Pan personal questions cover swimming at Thai beaches, a global experience, languages with a lot of adjectives for flavors, showering several times a day, and drunken noodles.

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