The Scent Marketing is a new variant of the Sensory Marketing, intended to influence consumer behaviors through the use of fragrances in a business or commercial environment. This new marketing approach directly relates a product concept to a specific scent, so that consumers remember that article when they smell the aroma.

The principles of olfactory marketing consider the smell as the most important sense. The smell sense is closely linked to the memory and feelings, and therefore causes reactions that connect emotions-memory-products-brand.

The Scent Marketing is relatively new and, until recently, advertising with aromas used to be exclusive of the fragrance and cosmetics industry. Increasingly, more and more modern businesses dare to use it, because it provides a competitive advantage that other media like the Internet cannot profit.

Major brands are looking to strengthen their identity by using fragrances to identify them through a design of an "Odotype". That is a stable aromatic concept, used as one of the hallmarks of a brand, and not only to perfume a point of sale. Companies are looking to get a peculiar and unique smell that is not being associated with another brand. This is the scent branding.