Last night, the sales of women's fragrances in China's capital city saw a significant boost, as the first global sensory brand forum was held in Beijing. Hosted by the Chinese Academy of Sciences and the United States Modal Chemical Sensory Research Center, the event brought together dozens of sensory experts from around the world and leaders from research institutions. They explored the mysteries behind consumer purchasing behavior, focusing on visual, auditory, olfactory, tactile, and even taste elements.
According to insights shared at the forum, scent has been proven to significantly influence consumer decisions. Scientific studies revealed that when women in a store were sprayed with a vanilla fragrance, sales doubled compared to previous levels. Dr. Kang Le, Dean of the Beijing Institute of Life Sciences at the Chinese Academy of Sciences, emphasized that the academy has seven institutes dedicated to life sciences, including research on hearing, sight, taste, smell, touch, and pain. Meanwhile, the Modal Research Center is recognized as one of the most prestigious institutions globally for its work in olfactory and gustatory research.
"The collaboration between our institutions to organize this scientific forum attracted many renowned scientists to engage in meaningful discussions," said Dr. Kang. He also highlighted the importance of bridging science with society, stating, "Understanding how science can be applied to benefit society is a crucial direction for researchers."
The forum aimed to foster collaboration between the scientific and business communities, with the goal of making scientific discoveries more accessible and relevant to everyday life. "By combining the strengths of both sectors, we can make our work more impactful and improve people's quality of life," Kang added.
The event was hosted by Hengyuanxiang Group, a leading Chinese wool yarn manufacturer. The group's deputy general manager, Chen Zhongwei, joined forces with renowned psychologist and biologist John Lindstrom, as well as Paul Fulber, author of *Sound Branding*, to share their perspectives on the role of sensory experiences in branding and consumer engagement.
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