Sensory brand held in our forum Women's fragrance sales surge

Last week, a groundbreaking event took place in Beijing—the first global sensory brand forum, co-hosted by the Chinese Academy of Sciences and the U.S.-based Modal Chemical Sensory Research Center. The forum brought together dozens of international experts in sensory science, along with leaders from major research institutions, to explore how human senses—sight, sound, smell, taste, and touch—shape consumer behavior. One of the most intriguing findings shared at the event was the powerful impact of scent on purchasing decisions. Studies revealed that when women were exposed to a vanilla fragrance in a retail setting, sales increased by as much as 100% compared to normal conditions. This discovery highlights the growing importance of sensory branding in marketing strategies. Dr. Kang Le, Dean of the Institute of Life Sciences at the Chinese Academy of Sciences in Beijing, emphasized the academy’s strong focus on sensory research. With seven institutes dedicated to studying different senses, including hearing, vision, taste, smell, touch, and pain, the CAS is at the forefront of sensory science in China. He also highlighted the significance of the Modal Research Center, which is globally recognized for its pioneering work in olfactory and gustatory research. “This collaboration between our institutions has created a unique platform for scientists and industry leaders to exchange ideas,” said Dr. Kang. “It's not just about scientific discovery—it's about how we can apply this knowledge to improve people's daily lives.” The forum also aimed to bridge the gap between science and business. Participants discussed how scientific insights can be translated into practical applications that enhance consumer experiences. As Dr. Kang noted, “Science should serve society. It's our responsibility to ensure that our research has real-world impact.” The event was organized by Hengyuanxiang Group, a leading Chinese wool yarn manufacturer. The group’s Deputy General Manager, Chen Zhongwei, joined renowned psychologist and biologist John Lindstrom, as well as Paul Fulber, author of *Sound Branding*, in delivering keynotes that explored the intersection of sensory science and commercial success. With discussions ranging from the psychology of scents to the role of sound in branding, the forum marked an important step in the evolution of sensory marketing. It showcased how scientific innovation can drive business growth while improving customer satisfaction and quality of life.

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