Alexandra Alves Gaspar, a recent graduate of Glion’s Executive Master’s in Luxury Management and Guest Experience, explores the powerful and often underestimated role of scent in crafting luxury experiences. Through her thesis, “What the Nose Knows: Exploring the Invisible Sense in Shaping Luxury Experiences,” she delves into how smell can build emotional connections, trigger memories, and enhance brand identity.
In today’s overstimulated digital environment, she argues that engaging the olfactory sense allows brands to create distinctive, immersive experiences that resonate deeply with guests and consumers. Scent becomes not just a detail, but a strategic asset in luxury branding.
Alexandra introduces a framework she calls the “trio of Cs” for successfully integrating scent into luxury environments:
Choosing the right scent that fits the brand identity
Ensuring Conceptual fluency, so the scent feels natural and coherent
Maintaining Congruence & Consistency across all brand touchpoints
She highlights examples like Eden Rock – St Barths, which collaborated with Diptyque to develop a bespoke fragrance that reinforces its luxury atmosphere and brand personality. Ultimately, Alexandra sees scent as a key differentiator in delivering unforgettable luxury experiences.
Read the full article here: The Nose: the ultimate compass to luxury experiences
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