Next time you walk into a store and notice your mood changing, do the Sniff Test. They might be using the power of smell to reach your right brain’s limbic system and trigger an emotional response and connection with their brand.
Sneaky? Or just plain smart? How about a bit of both!
According to Adweek, Coco Chanel was the first off the mark with this way back in 1921. (And no, I wasn’t there. Cheeky!) When the ground-breaking Chanel No.5 perfume was released in her rue Cambon store in Paris, her sales ladies were instructed to spritz it throughout the boutique from top to bottom. I imagine her motivation was mostly to sell the Chanel experience in a take-home bottle — but it would also have forged an indelible link with the concept of luxury and extravagance, triggered when people smelled her iconic signature scent.
Over more recent years, using the subliminal effect of scent to create a brand/vibe association and put you into a buying mood has really taken off with brands seeking more ways to deepen connections with their customers. Adweek’s article goes on to explain:
“This is a huge trend,” observes environmental psychologist Eric Spangenberg of Washington State University. “The technology has advanced to the level where anyone can do it.”
Indeed, it seems like almost everyone is. Singapore Airlines uses a scent called Stefan Floridian Waters to perfume the cabins of its airplanes. Samsung has reportedly pumped the summery scent of honeydew melons into its New York flagship store, and British Airways diffuses the fragrance of meadow grass in business-class lounges. Sequoia, a scent designed by Lorenzo Dante Ferro, greets guests at New York’s Mandarin Oriental as they step in off the street, much like the alluring blend of citrus and green tea floats from “air machines” strategically tucked into Kimpton’s Hotel Monaco locations.
While this is great from a marketing perspective, if you’re in one of these spaces, the air you’re breathing is scented with synthetic fragrances, not safe, authentic essential oils. If anyone can show me evidence they are doing otherwise, I’ll be glad to know and will be sure to tell you. But due to the commercial reality of the cost of true essential oils, and the desire for brands to create complex manufactured scents that are unique to them, I’m sure I’m on safe ground making such a statement.
Our video on the hidden dangers of synthetics will give some insights into why it’s wise not to linger too long in scented spaces like these.
Thankfully, at home, diffusing authentic therapeutic–quality essential oils instead of artificial fragrances gets Healthy and Happy Ticks all around, with benefits like cleansing the air and releasing natural ozone, producing negative ions, and relaxing or energising the household. You can create all the ambience and atmosphere you like with none of the synthetics — or feeling an inexplicable urge to hit the online shopping !
We’ve discussed the Whys of diffusing in detail here, so today, we’re rolling up our sleeves and talking about the practicalities, aka the Hows of diffusing essential oils.
Young Living is our trusted source of essential oils and all that goes with them, including diffusers. No matter which brand or style you choose, make sure it’s from a company that specialises in genuine essential oils and knows their oats.
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As diffusers vary, first and foremost, follow the instructions included with yours. (Sidebar to my fellow blokes reading: you either kept them and the box as they might come in handy someday — high five! — or you threw them away with the box without reading anything. Uh-oh.)
Secondly, invest in an authoritative guide to essential oils that includes suggested application/usage methods for each oil. Diffusing uses a quantity of oil, so make sure you’re diffusing ones it makes sense to diffuse and direct your dollars wisely. Here’s one we love to refer to.
All done? Great! So here are our general tips for getting the most from your diffusing experience.
- Some oils are too waxy and thick to successfully diffuse without a major annoyance when it comes to keeping your diffuser clean and working well. As a rule of thumb, if you gently (gently!) tip the bottle and oil flows freely through the dripolator, it will diffuse well. If it takes ages for one drop to ease out, diffuse at your cleaning peril.
- Place your diffuser securely in an elevated location — the higher, the better, so the oil mist can catch undesired smells and substances as it falls. It’s safer, too, if you have children and pets around.
- When you first start diffusing oils, everyone in the area needs time to grow accustomed to it. Start with 15-30 minutes a day and once you get a feel for things, consider increasing up to a couple of hours a day (depending on the oil).
- Some oils like cinnamon (and blends containing them) can irritate nasal membranes if inhaled directly from the diffuser or bottle, so be mindful of this. Shorter diffusing periods are prudent for these to be on the safe side. (Another reason to get a good reference book to guide you with such things.)
- Let a timer take care of business for you. This is especially handy if diffusing overnight as might be the case for respiratory-related diffusing.
- Reputable blends are created by skilled folk who know what they are doing, so trust them and only diffuse one blend at a time rather than trying to mix them. Adding a single essential oil to a blend is fine, though, if you feel the urge to boost a particular attribute of the blend.
- Clean your diffuser at least as often as the directions suggest. If you feel it’s not as effective as it was, this is the first port of call. Use the recommended cleaning methods that came with it. (Where’s that box again?) If warm soapy water is called for, Young Living Thieves® Household Cleaner is awesome.
Marketing purposes aside, if you want to create a subliminal message like ‘I wish everyone would calm down for a while!’ (just hypothetically), here’s a good oil for that. Or you could always go to your happy place by bringing the scents of your favourite flower gardens inside.
