Why is Air France Using Smell in its Premium Marketing Strategy?
Skift Take
Traditionalists may turn their noses up at companies creating fragrances. However, Air France's new scent is the latest indication that multi-sensory airline marketing is here to stay.
Air France is adopting a multi-sensory approach for its latest marketing effort. Starting this week, passengers entering its premium lounges at Charles de Gaulle Airport in Paris will experience the airline’s first “signature fragrance.”
It’s named AF001 – a nod to the flight number that became synonymous with Concorde’s transatlantic supersonic heyday. The airline suggests that AF001 “immediately evokes the world of Air France and the codes specific to air travel,” while also reminding travelers of their first journey.
A corporate scent might seem gimmicky, but the concept is already well established in upscale hotels and resorts. Central to its success is “embodied cognition
