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Luxury is no longer bought, it is felt: olfactory marketing in the era of demanding young consumers

For a long time, luxury was synonymous with rarity, possession, and status. Today, the rules of the game have changed. For younger generations, luxury is no longer simply what you buy. It's what you experience, feel, and share. And in this major sensory shift, olfactory marketing is at the heart of the experience.


Le luxe sensoriel et le marketing olfactif, nouvelle norme

A Kantar report that says a lot

Recently, Kantar, in collaboration with Altiant, published a fascinating report on 18-35 year-olds and their relationship with luxury. It reveals that 68% of them closely follow industry trends and news, much more than their elders. But above all, their interest in luxury isn't limited to the possession of material goods: they seek experiences, meaning, and emotion. Among the most popular sectors, wellness treatments top the list (43%), followed by luxury hotels (40%) and fine dining (37%). What they want are moments that make a lasting impression, that leave a lasting impression. And what's more memorable than a scent?


The hotel industry: the ideal sensory playground

In a hotel, everything counts. The architecture, the comfort of the mattress, the courtesy of the staff... But the little extra that makes all the difference is often the invisible ambiance. The one that envelops you from the moment you enter. This is where olfactory marketing comes into play. A well-thought-out fragrance signature is like a silent promise: "Here, everything is designed to make you feel good." And for young travelers seeking authenticity, this kind of detail is no small matter. It's a way to feel good, connected, and at ease. In short, to create a positive, personal, and lasting memory.


Why are young people so sensitive to smell?

18- to 35-year-olds have grown up in a world saturated with images and information. To reconnect with something more real, more intimate, they turn to their senses. Touch, taste, hearing... and especially smell, that magical sense capable of reviving a memory in a split second. A good olfactory signature allows you to:

  • Create a soothing or energizing atmosphere, depending on your needs

  • Reinforce a brand's identity without saying a word

  • Build loyalty naturally by leaving a strong sensory impression


EcoFrenchLab: putting meaning into the senses

At EcoFrenchLab, this is exactly what we love to do: designing high-impact olfactory experiences for luxury brands, hotels, concept stores... In short, anyone who wants to make a gentle impression. Our recipe?

  • Tailor-made fragrances, designed as natural extensions of your values.

  • Eco-responsible ingredients and clean manufacturing, in line with CSR requirements.

  • A distribution strategy consistent with your storytelling and customer journeys.


We collaborate with designers, hoteliers, interior designers... because for us, the customer experience is built down to the smallest details. And olfactory is the detail that changes everything.


Sensory luxury and olfactory marketing, the new norm?

Yes, definitely. Luxury that touches the heart is that which appeals to the emotions. And young consumers understand this well. For them, a room fragrance isn't just a bonus: it's a vehicle for meaning, comfort, and memory. It's what transforms a chic space into an unforgettable cocoon.


So, if you think your brand deserves more than a pretty logo, maybe it's time to add an olfactory touch to your identity. We're here to talk about it. With a smile, a good coffee... and a fragrance that reflects you.


EcoFrenchLab – Luxury on the skin. And on the nose.


Anne-Marie Spencer


Lire l' article en français : le-marketing-olfactif-a-l-ere-des-jeunes



 
 
 

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