Allowing Consumers To Smell Brand Identity

Flint Ink has launched new Rub'nSmell scented inks to extend the enticing scents of products to consumers to drive brand sales at the point-of-purchase.

Flint Ink has launched new Rub'nSmell scented inks to extend the enticing scents of products to consumers to drive brand sales at the point-of-purchase.

The inks are the result of a partnership with Scentisphere LLC, a new producer of scented products.

The new, colourless inks are for packaging and labelling applications as well as promotional uses such as direct mailers and printed advertisements.

The scented inks are applied directly over printed graphics and activate only when rubbed.

The inks can be run in-line in either spot or full coverage, for offset, flexo, gravure or screen-printing applications.

Rigorous testing has proved that the inks withstand heat, pressure, humidity and other printing and converting stresses, said Flint Ink and, unlike some other scented products, encapsulated Rub'nSmell scents do not permeate the pressroom environment, it is claimed.

Rub'nSmell inks contain fragrance oils that are microencapsulated using Folcoscent, which uses patented synthetic polymers for the microcapsules.

Rub'nSmell inks are initially being launched in North America, although the products can be sold in other parts of the world.

James Berard, a former fragrance marketer and co-founder of Scentisphere, said: "Research has shown that scent is the strongest trigger of memory.

New York Times' marketing research indicated that when given a choice between two similar food or beverage products, over 80 per cent of consumers would choose one they could smell and see.

Rub'nSmell inks are a powerful way to help differentiate brands." The inks can be formulated with stock scents, like lemon, or custom fragrances for individual cosmetics, personal care and other consumer brands.

"Competition to distinguish brands continues to escalate and scented packaging provides a significant competitive advantage," said Leonard Walle, director of new business development at Flint Ink.

"Instead of having a scent sprayed at them, consumers can interact with a brand in a very personal way.

Creating those brand connections helps to establish customer relationships," he added.

And Bob Bernstein, who was in the printing business prior to co-founding Scentisphere, commented: "Printing a brand's unique scent directly on to packaging is one of the most cost-effective ways to differentiate a product on store shelves.".

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