Last year a Las Vegas newspaper published an article in awe of the man that popularised casino scents. The article also hinted at perfumes for players who want to smell like their favourite casino, ‘maybe someday they will turn those casino scents into perfumes’. A year later, smelling like your favourite casino is a reality. To explain, big casino brands are now bottling their signature scents as perfumes for their loyal players as a new form of branding.
Selling casino scents to the public can only be described as a brilliant marketing move, that is aimed at increasing player loyalty while increasing casino revenue. Additionally, the trend is growing fast, and the scents are selling out just as fast.
Casino management wants their signature scent to be synonymous with the casino and by default synonymous with winning. Making use of all the human senses is no secret to the retail world. In fact, gambling is a suggestive experience that taps into all senses, so why not capitalise on the smell.
Serious sense in casino scents
The new form of branding has picked up speedily, but this technique first debuted in 1991. The Mirage pioneered the technique with help from Mark Peltier – dubbed the man responsible for casino scents. Peltier is the owner of AromaSys; his company has numerous big casino brands on their client list.
But, the scent market is conflict-ridden, as what may be appealing to one may be a stench to another. However, this is what Peltier says of the divisive matter “there’s no expression of our genes that says you will like this smell and not the other”; but there are guidelines that will help casinos determine what scent they need. These guidelines are as follows – citrus scents are refreshing, florals and cedar-wood induce relaxation and help soothe, peppermint is revitalising, and musk is sensuous. These are also regarded as base notes, and other scents are added to these base notes to create the intended mood and environment that casinos require.
The world-renowned casino brands that have joined the movement include Golden Nugget, Bellagio, Caesars Palace, Venetian and Flamingo. Additionally, you can find these casino scents at the relevant casinos, selected exclusive retailers or online.
Casino Scents are sold as room sprays, candles and now body fragrances.
Two cents worth on casino scents
In conclusion, creating guest loyalty and increasing revenue with their signature scents is basic marketing at its best! It is just another way to influence player behaviour and ensure a stay and play manner is maintained.
However, if you prefer your Australian scent or rather the absence of scents – you can choose to gamble online. You are sure to find a scent free online casino on Casino Australia.