Essence of Lincoln scent created to reinforce Lincoln’s image

Article by Christian A., on August 17, 2014

The Lincoln Motor Company has unveiled Essence of Lincoln, an original scent crafted to create an upscale, relaxing showroom experience, as created by Rene Morgenthaler for SensoryMax. This scent can now be experienced by every visitor at select Lincoln dealerships nationwide.

Morgenthaler, a master perfumer, was responsible for helping create successful scents like Polo Extreme by Ralph Lauren, Sheer Obsession by Calvin Klein and Elizabeth Taylor’s Passion for Men.

For Lincoln’s new scent, Morgenthaler infused top notes of green tea with undertones of jasmine and tonka in order to bring a sense of upscale well-being as well as create a relaxing atmosphere.

This combination resulted to a fragrance that exudes both luxury and warmth. Morgenthaler remarked that perfumers are “memory makers,” saying that the sense of smell is closely connected with a person’s overall perceptions of an experience.

He quipped that since the sense of smell is closely tied to memory, Essence of Lincoln reinforces Lincoln’s brand identity when a consumer experiences it one more time.

Dennis Carnevale, Lincoln experience training manager, said that while all senses play a role in forming a client’s perception of an experience, the sense of smell features one of the strongest connections to both memory and emotion.

He added that the Essence of Lincoln is a subtle yet powerful tool that dealers could use in helping clients make an emotional link to their store and the brand. Essence of Lincoln could be experience on scent cards at Lincoln showrooms across the US. In selected dealerships, it is dispersed through their ventilation system. [source: Lincoln]

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