scent | Observer

Beyond Logos and Jingles: Why Every Brand Needs a Scent Strategy

Alex Wiltschko, founder and CEO of Osmo, explores why every brand needs a deliberate scent strategy. Drawing from his expertise in olfactory neuroscience and A.I.-driven fragrance design, Wiltschko explains how intentional scent can transform ordinary customer experiences into lasting emotional connections and that controlling a brand’s olfactory identity is a critical lever for loyalty, memory and long-term growth.

By Alex Wiltschko

The Fragrance Primer Revolution

Scent innovators, like Scent Invent and Canvas & Concrete, are making a splash in the fragrance industry

By Michelle Honig

Byredo’s New Scent Has No Name

Which poses the question: What's so important about a perfume's name?

By Sara Spruch-Feiner

What Does Blowing Glass Smell Like? Diffusion Stations As Art in New Exhibition

By Laren Stover

Show and Smell: Twin Sisters Match Fashion to Fragrance With Synesthesia Superpower

By Natalie Shure

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