Equal Strategy’s Simon Faure-Field to Speak on Scent Marketing at International Federation of Essential Oils and Aromas Trades (IFEAT)

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Sensory Guru Simon Faure-Field will speak at the International Federation of Essential Oils and Aroma Trades (IFEAT) on 8th November, 2012 on the subject of using fragrance and scent to communicate a brand’s personality and create customer loyalty for a brand.

Simon Faure-Field - Sensory Guru

Simon Faure-Field

Simon Faure-Field, CEO of Singapore-based environmental branding consultancy Equal Strategy, will speak at the International Federation of Essential Oils and Aroma Trades (IFEAT) on 8th November, 2012 on the subject of using fragrance and scent to communicate a brand’s personality and create customer loyalty for a brand.

Simon Faure-Field, CEO of Singapore-based environmental branding consultancy Equal Strategy, will speak at the International Federation of Essential Oils and Aroma Trades (IFEAT) on 8th November, 2012 on the subject of using fragrance and scent to communicate a brand’s personality and create customer loyalty for a brand.

The IFEAT Conference embraces the interests of the global flavour and fragrance industries worldwide. These sectors have vast turnovers, employ millions of people, and involve enterprises ranging from small family operations through to large multinationals, involved in essential oils production, aroma chemical manufacture, flavours and fragrance compounding, trading and consumer product manufacturing. The principal aim of IFEAT is the advancement and protection of the interests of its members in all parts of the world through international collaboration, the encouragement of good practice, the dissemination of information and provision of forums for discussion.

For more than a decade now, Simon Faure-Field and his Singapore-based consultancy Equal Strategy have been at the cutting edge of techniques that make consumer, retail and hospitality environments in the Asia region more attractive for people to spend time in. Faure-Field’s solutions have been adopted by numerous local and regional businesses, notably hotels, banks and retailers seeking to increase customer interaction through experiential marketing, and differentiate themselves from their competitors.

“As humans, we are affected by the appeal of our surroundings, which tend to affect our behaviour,” says Faure-Field. “Particular combinations of music styling and fragrance can set the tone for a retail brand, put customers into a certain frame of mind in which to make their purchase decisions, create an emotional attachment, and drive loyalty, to the brand beyond the customer’s initial visit.” Faure-Field will be showcasing some of his past case studies on retail clients who have embraced this game-changing sensory branding methodology.

About Equal Strategy
Equal Strategy delivers “music”, “fragrance” and “recorded telephone messages” to businesses in a scientific way that enhances the overall customer experience of the brand and causes the customer to stay longer and buy more! Equal Strategy is the only company in Asia that specialises in deploying “music” and “fragrance” solutions to business where the two senses are stimulated in synergy with each other. Sound and smell deliver stimuli directly to the memory centres of the brain, influencing behaviour and creating suggestion at both the conscious and unconscious levels. Decades of behavioural research into the habits of consumers has found that “consumer arousal” can be either stimulated or suppressed through the use of mood settings like music and fragrance.

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