For last year’s Los Angeles premiere of “Charlie and the Chocolate Factory,” Warner Bros. executives wanted to infuse the air outside the theater and inside the lobby with the rich fragrance of Wonka bars. They turned to Neal Harris for the aromatic task.
Harris operates two small Los Angeles-based companies ScentEvents devoted to the world of smells. The entrepreneur assembles as many as 200 ingredients to come up with the perfect ambient aroma to enrich events and a variety of everyday products.
To entice Warner Bros., Harris used 40 ingredients, including cocoa, vanilla extracts and spices such as nutmeg.
The use of fragrance is the final frontier of so-called senses-based marketing, said Harald H. Vogt, founder of the Scent Marketing Institute in Scarsdale, N.Y., which consults on how to use fragrance as a business tool.
“It’s a tremendous growth industry,” he said.
Photo by ScentEvents.
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