Cold air Quote by Martin Lindstrom
““They hold the piece of clothing close to their noses and inhale a mixture of fabric, wind, soil, damp and the stiffening that comes from textures hanging outdoors in minus-degree temperatures. This aroma is by far the most popular fragrance among the Russian consumers I interviewed, and it explained the slow sales of a flowery-smelling laundry detergent. Floral scents not only had no emotional relevance to Russians, they made Russian men feel self-conscious. Ultimately, I convinced the laundry detergent manufacturer to get rid of the smell entirely. We then rebuilt the fragrance to duplicate the scent of cold air, soil and the outdoors, and the detergent began selling again. My””
About This Quote
Source Interview: The Power of Smell in Consumer Behavior, 2015
Understanding cultural scent preferences can dramatically affect product success; aligning fragrance with local sensory expectations boosts appeal and sales.
In simple terms: Cultural scent fit drives product success.
Key Takeaway
Design products that match local sensory expectations.
Themes
consumer behavior
culture
marketing
product design
sensory perception
Mood
insightful
analytical
Type
marketing
research
insightful
When to use this quote
- laundry detergent launch in Russia
- product redesign
- marketing strategy
- consumer research
Key Concepts
cultural psychology
sensory branding
market adaptation
Questions to Reflect On
- How do other senses influence buying decisions?
- What methods reveal hidden cultural preferences?
A Different Perspective
Cultural preferences may vary widely, making universal scents risky.
