30/07/2026
In the luxury segment, every detail matters – including scent. But what defines an effective scent for a luxury brand?
The answer lies in so-called “olfactory congruence”: creating the perfect match between scent and brand image. Only when brand identity and scent are in harmony, the brain will perceive the experience as coherent, authentic and valuable.
In practice this means that a good brand scent – particularly in the luxury segment – needs to do far more than “smell nice“. In essence, it must translate the brand’s DNA into a distinctive olfactory expression.
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A recent study from 2026, using EEG brain measurements, supports this: Researcher found that while unexpected or surprising scents may evoke a brief sense of joy in customers, it is only the congruence between scent and brand image that cultivates genuine liking – leading to stronger brand loyalty and purchase intention.
📚 Source:
Kim, S., Chang, H. J., Ortiz, B. L., & Chong, J. W. (2025/2026). The role of scent congruence with luxury brand image in consumers’ emotions, memory, and brand resonance: A mixed-methods approach using EEG and quantitative analyses. Journal of Retailing and Consumer Services, 90, 104663.