Headlines

Lincoln Uses Scent as Sales Tool

“Essence of Lincoln” designed to engage customers

Published

10 years ago

August 18, 2014

The Lincoln Motor Company (Dearborn, Mich.) unveiled “Essence of Lincoln” last week, an original scent designed to create an upscale, relaxing showroom experience. The scent, dispersed through the ventilation system in select showrooms, was designed by perfumer Rene Morgenthaler of SensoryMax (Toledo, Ohio), an aroma marketing firm.

Essence of Lincoln contains top notes of green tea (to encourage a sense of upscale well-being) and undertones of jasmine and tonka for relaxation.

In a company statement, Dennis Carnevale, Lincoln experience training manager, said, “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.”

Morgenthaler’s resume includes the development of Polo Extreme by Ralph Lauren, Sheer Obsession by Calvin Klein and Elizabeth Taylor’s Passion for Men.

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