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A Nose For Business

January 2009

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Singapore-based sensory branding consultancy Equal Strategy has been on the scent of some serious business around the Pacific Rim lately. MD Simon Faure-Field (pictured above) has been infusing the luxury hotels of the region with an array of different aromas to create a pleasing customer experience and reinforce brand loyalty.

The properties for which he has recently created unique smells includes Naumi hotel and M hotel in Singapore.Raffles Dubai, Marriott hotels group, Westin Hotels & Resorts, the Millennium Resort Phuket and Club Med.

A part-time spinning DJ, Faure-Field also creates music styling solutions for his clients’ properties. Says Faure-Field. ‘Through sound and smell we can directly access the brain’s long term memory centres, implanting pleasurable experiences of our clients’ brands.’

Feeling any of the below emotions? Try these oils out for smell.

Oils that Can Ease Unpleasant Emotion


To Ease: Try:
AGGRESSION Bergamot
ANGER Chamomile
ANXIETY Neroli
DISAPPOINTMENT Bergamot
FEAR Cedarwood
GRIEF Bergamot
HYSTERIA Chamomile
FATIGUE Basil
NERVOUSNESS Chamomile
PANIC Chamomile
SADNESS Benzoin
SHOCK Lavender
SHYNESS Black Pepper
STRESS Bergamot
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