Study shows strong link between sound, smell and consumer behaviour

IFF and IRCAM Amplify study shows consumers’ online purchases for perfume are driven by sound.

In an in-depth study conducted with IRCAM Amplify, a Paris-based sound research and design lab, IFF has demonstrated that there this a strong link between sound, smell, emotion and consumer behaviour.
The research highlights the auditory-olfactory association in an online purchase experience. Study results show that sound increases the purchase intent for scent by 58% in an e-commerce setting, and it invokes a deep emotional connection with a scent. 

“Increasingly, consumers are making more online purchases, and this scent-tech revolution will allow brands and retailers to introduce new scents online and accelerate business growth,” said Christophe de Villeplée, president, Scent, IFF. “It will also present efficient solutions for consumers to discover a new scent digitally, providing a great user experience.”

A world leader in scent creation

IFF has a long history of understanding the multi-sensory dimensions of fragrances, using a combination of neuroscience, more than 40 years of gathering consumer data and an in-house AI tool. The research with IRCAM Amplify demonstrated that the use of science-based sound design helps consumers better imagine the emotions and sensations of a given fragrance, without them actually smelling it.

“Our innovative science-based sound creation expertise, combined with IFF’s expertise in perfumery science, paves a new route for scent in the e-commerce space,” says Nathalie Birocheau, CEO of IRCAM Amplify.

Beyond fine fragrances, the smell-sound sense approach is also applicable in the home and beauty product categories where scent plays a key role to awaken the extraordinary senses.