tLooking for a scent that exudes luxury and warmth? Head to your local Lincoln Motor Co. dealership and take a whiff.
tIn an effort to reinforce its brand identity, Ford’s luxury division teamed up with SensoryMax and master perfumer Rene Morgenthaler to develop Essence of Lincoln, a fragrance that recently earned the 2014 Harold Vogt Scent Marketer of the Year award.
t“While every sense plays a part in forming a client’s perception of an experience, scent has one of the strongest connections to not only memory, but emotion,” says Dennis Carnevale, a Lincoln experience training manager. “Essence of Lincoln is a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand.”
tThe scent — available on scent cards at Lincoln showrooms nationwide (and dispersed through the ventilation systems in some locations) — is a bled of green tea leaves infused with Earl Grey bergamot, jasmine hedione, orange blossom aldehydes, mate tea leaves, lemon, and tonka beans.
t“Perfumers are memory makers,” says Morgenthaler, who also helped develop Polo Extreme by Ralph Lauren, Sheer Obsession by Calvin Klein, and Elizabeth Taylor’s Passion for Men. “The sense of smell is very closely connected with a person’s overall perceptions of an experience.”
tPompano Lincoln in Pompano Beach, Fla. is among the dealerships that are dispersing the scent through their facility’s ventilation system.
t“We’ve gotten a lot of good feedback about it, both from customers and employees,” says Tony Guerrera, general sales manager of Pompano Beach Lincoln. “It’s a great scent. They really did an excellent job creating it.”