Our senses don’t just process our surroundings—they create memories out of the experience. So, even when we are not consciously evoking a memory, they can be triggered because our senses have recorded and buried them deep down our memory lane. Yes, on a busy street, walking by a home when you catch that waft of freshly baked cookies, it can send you to your childhood in a matter of seconds. Or a perfume a passer-by wore can remind you of someone else. The sense of smell affects cognition, and this link between olfaction and cognition may be critical for coordinating cognitive networks. The sense of smell is closely linked to the brain’s anatomy, which regulates memory, emotion, and attention. This association can be established not just with people, but also with places, objects, and even brands.
A Sensory Exhilarating Idea
In 1994, a Disney Imagineer embarked on an intriguing challenge: adding scents to popular attractions. This simple idea sparked the birth of ScentAir, a company dedicated to turning ordinary moments into magical memories through fragrance. By the year 2000, ScentAir had already become a trailblazer, helping brands create cutting-edge, scented experiences that delivered impressive return on investment (ROI).
Fast forward to today, and ScentAir stands as the global leader in air purification and experiential fragrances for both business and home. With offices across four continents and a diverse team of over 500 employees, ScentAir enhances environments in 119 countries. Their patented diffusers and professional-quality fragrances deliver more than five billion scent impressions annually, captivating customers and reinforcing brand values.
But the journey doesn’t end there. In 2019, ScentAir expanded its product range to include consumer-focused offerings, bringing the magic of professional-quality fragrances and advanced technology into homes. Whether enhancing commercial spaces or transforming everyday rooms, ScentAir remains committed to innovation. More than 50,000 brands worldwide rely on ScentAir to enhance commercial environments, reinforce brand values, and create memorable experiences. Additionally, its eCommerce home division transforms ordinary spaces with mood-enhancing fragrances, pet-calming scents, and odor-neutralizing products.
CEO Brian Edwards emphasizes that ScentAir’s growth isn’t just about market share. “Future growth is not just about expanding our market share, but about continually innovating and investing in our people. By fostering a culture of adaptability and resilience, we ensure that our company remains not only competitive but also a leader in our industry.”
A Visionary Leader
Brian Edwards, the visionary CEO of ScentAir, has been instrumental in transforming the way we experience scents. He began his professional career in sales at a Fortune 500 office technology company, progressing through various sales leadership roles and becoming an IKON Office Solutions $100 million company President at age 32. Brian relocated several times throughout the US as the company transformed from 400+ independent dealer acquisitions into a $5B operating company during his 28-year career. Brian ultimately served as SVP of Sales, Marketing & Services, leading 18,000 NA-based employees. IKON was eventually sold to Ricoh Ltd, and Brian entered the Private Equity arena in 2014. He has served as CRO and CEO at ScentAir since 2017. For over 35 years, Brian has been leading, guiding, and driving high-performance teams that drive shareholder value and delight customers. It’s simply what Brian loves to do.
Under his leadership, ScentAir has become the global leader in innovative scent solutions for both commercial and home use. With an unwavering commitment to innovation and customer satisfaction, Brian ensures that ScentAir continues to captivate audiences, reinforce brand values, and create memorable experiences through fragrance.
Safely and Sustainably Scented
ScentAir is committed to safety, adhering to and surpassing the International Fragrance Association’s (IFRA) Code of Practice and additional global health and safety regulatory criteria. All fragrances are EPA-registered. To ensure fragrance safety, ScentAir requires suppliers to meet regulatory and safety standards on EVERY fragrance offered, and all are scientifically confirmed through up to seven safety certification processes. “We have been in good standing with IFRA for longer than any other commercial scent company. We also meet, and in many cases surpass, a variety of additional global health and safety regulatory criteria. Our scents do not contain any respiratory allergens or phthalates,” shares Brian.
ScentAir’s innovative shipping practices have reduced shipments by more than 1.2 million annually. Its fragrance cartridges are made from 100% post-consumer recycled plastic and recyclable after use. The Sustainable Fragrances line exclusively utilizes essential oils and sustainably sourced, naturally derived, and upcycled ingredients.
After being named The Best and Brightest Companies to Work for in Charlotte in 2023, ScentAir received national honors in 2024. Companies are assessed on compensation, benefits, and employee solutions; creative wellness and well-being solutions; employee enrichment, engagement, and retention; employee education and development; recruitment and selection; employee achievement and recognition; communication and shared vision; diversity, equity, and inclusion; work-life balance; community initiatives and corporate responsibility; and leadership, strategy, and company performance.
Steering ScentAir Towards Success
Brian has gained a reputation as a respected, dynamic leader who leads with great energy, high integrity, and a proven ability to establish and inspire top-caliber management teams that generate exceptional results. Brian’s leadership style can best be described as passionately engaged at all levels of the company. Expectations and key performance metrics are clearly understood, and accountability, achievement, and collaboration are woven into the DNA of the company culture.
Every month, Brian leads a two-day operating review process with all the key global leaders to review performance, opportunities & challenges, and stay close to the heartbeat of the business. Brian is also very committed to building a diverse and inclusive leadership team, as exemplified by the fact that 48% of ScentAir’s global management team are women, and his belief that diverse and inclusive teams produce better results.
Brian’s key leadership principles that have been instrumental in the success include:
- Talented people are the greatest assets in any company, and having the right people on the team is paramount to driving superior results.
- Strong communication of the company’s vision, mission, strategy, roles, and expectations is fundamental to execution.
- The leadership team must lead with high energy, accountability, and engagement in daily work.
- Establishing a culture of equity, fairness, diversity, and inclusiveness creates an ecosystem where high achievement is not only possible but highly probable.
- Warm candor is a powerful leadership tool and is usually a learned skill.
Growing in Sensory Marketing
Since its inception in 1994, ScentAir has achieved more than 20% CAGR growth. ScentAir is now focusing on global expansion in the 19 nations it presently serves as well as accelerating international sales in 100 other countries. ScentAir’s turnkey business solutions are available on a monthly subscription basis, requiring no upfront capital investment. It covers everything from installation through on-site service to scent modifications. The company is committed to investing in accelerated growth, and as the market leader, it will continue to promote technological innovation, safety, and world-class client support and services.
ScentAir is expanding globally to fortify its position at the top of the industry. It intends to double in size over the next five years, principally through expanded sales channels and sustained adoption of its outstanding scenting services and indoor air quality solutions. Brian and his team have a clear objective: to make ScentAir a household brand name by enriching surroundings, brands, and experiences through improved indoor air quality and the power of scent.
Sensory Branding
Various case studies and research have yielded data findings when comparing scented vs. unscented spaces in retail stores, casinos, eating establishments, and shopping malls. Key findings include:
– 20% increase in customer satisfaction
– 18% more time spent in the store
– 23% more money spent by women
– 60% higher purchase intent
– 22% more products purchased
– 11% increase in casino machine sales
– 11% increase in cleanliness satisfaction scores
– 8% increase in food quality scores
Scent marketing in the hospitality industry involves strategically using scents to evoke deep emotional responses, enhance ambiance, and reinforce a hotel’s brand identity. By thoughtfully incorporating carefully selected fragrances throughout the property, hotels create captivating environments that leave lasting impressions on guests. Scent marketing transforms a hotel stay into an unforgettable experience, leaving guests wanting to return again and again.
Scent marketing serves as a potent tool for property managers to distinguish their community by crafting an inviting atmosphere. While creating a warm and welcoming environment can be challenging, integrating fragrance throughout the community ensures that everyone feels at home. By providing exceptional experiences to residents and prospects, the community stands out.
In the retail sector, scent marketing aims to create an emotional connection with customers, enhancing the overall shopping experience. By strategically incorporating pleasant scents into the retail environment, businesses can leave a lasting impression on their customers. In the 21st century, retail has evolved beyond mere product details and service satisfaction. Customers now crave emotional experiences, and emotionally connected customers are 52% more valuable to a brand than those who are merely satisfied. To meet this demand, retailers should focus on providing emotional value by creating memorable experiences that inspire bonds and leave lasting impressions.
“At ScentAir, we provide fragrance and air purification that will make your commercial space refreshing and sophisticated, fixing the often-overlooked part of the customer experience,” concludes Brian.
Quote: “Work hard, play hard, and take time to smell the roses. Most importantly, be where you are.”
Quote: “Every people-centric business needs to connect with customers. We make building those connections easy.”
