A Bit of Optimism The Smell of Memory with scent designer Dawn Goldworm
19 snips
Jul 30, 2024 
Dawn Goldworm, the innovative Founder and CEO of 12.29, uses scent to forge powerful emotional connections with brands. She discusses how our sense of smell is closely tied to memory, revealing its potential for enhancing customer experiences. Dawn shares insights on scent branding, including the art of crafting unique fragrances for high-profile brands like Lady Gaga and Ferrari. Her thoughts on the comfort of familiar aromas and their role in shaping nostalgia are captivating. Finally, she underscores the importance of scent in creating loyalty and emotional ties with consumers.
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Universal Scents
- Vanilla is universally liked due to its chemical similarity to vanillin, found in breast milk and formula.
- The smell of a decaying human body is universally disliked.
Skunk Love
- Simon Sinek developed a fondness for skunk smell due to a childhood scratch-and-sniff sticker.
- This demonstrates how scent preferences can be conditioned early on.
Gifting Scents
- When gifting a scent in a foreign land, choose vanilla for wider appeal.
- Avoid less universally appreciated scents like lavender due to cultural differences.
