In South Africa, the over-50s market holds a great deal of spending power. During the course of their lives, they have refined what they value, which usually includes top-quality products and services. Scent marketing can appeal to their preference for luxury by creating sensory experiences they enjoy.
Scent.ology is perfectly positioned to create these scent interactions for your over-50s client base. Gain a better understanding of this generation’s scent profile and the relevant strategies for this market segment.
Understanding The Over-50s Scent Profile
It is well-known that scents and memories are strongly linked. For those over 50, scent preferences are often shaped by a strong sense of sentimentality and familiarity. Familiar scents—like the smell of an old book or polished leather—will typically bring up positive associations and create a sense of comfort and belongingness.
When you consider their desire for luxury experiences, it’s best to choose high-quality fragrances with depth and complexity. Wellness and nature are also high on their preference list, so incorporating natural scents with botanical undertones will be a winner.
Scent Marketing Strategies For Over-50s
As with all scent strategies, the goal is to stimulate memories and emotions using specific aromas. Our research shows that choosing complex, floral, musky, or fresh scents will create a welcoming and comfortable atmosphere for this target market segment. It’s also a good idea to steer clear of synthetic smells while focusing on scents that speak to their sense of authenticity.
When choosing a scent that resonates with the over-50s audience, keep the following in mind:
- Create a sense of luxury and refinement.
- Give the perception of quality and exclusivity.
- Promote well-being and relaxation.
- Elicit feelings of familiarity and trust.
- Reflect a respect for tradition and timelessness.
- Tell a story that resonates with their memories and emotions.
How Scent.ology Can Help in Reaching The Over-50s
At Scent.ology, we understand the importance of distinguishing generational differences in scent preferences. We can create a customised scent solution tailored to your target audience, including the over-50s segment. We will ensure that the scent is aligned with your brand and is appealing to your customers so you can take advantage of this innovative marketing tool.
To find out how to use scent marketing to provide multisensory engagement for your target audience, contact Scent.ology today and let us help you go beyond traditional marketing methods!
