Equal Strategy is aiming to make more retail brands take note of the sense of smell via a new scenting technology to be introduced in Singapore and Malaysia.

Called OdourFoil, the technology was developed by Australian scent solutions provider Brand Aroma, and is currently being used by the Shangri-La group of hotels in Asia. According to Equal Strategy CEO Simon Faure-Field, retail players have been slow to consider the sentient aspects of the brand experience in Asia. “People are unaware of the need to do this, because things are still too transaction-based,” said Faure-Field. “Smell is the next dimension — if you start digging into why people shop in a certain place, you need to create the right ambiance.”

Faure-Field is hoping that the technology proves popular with current clients — including Changi Airport, Mercedes-Benz and Courts — who have tasked Equal Strategy with handling their in-store music requirements.

“We’re trying to get integration across different media.” added Faure-field, “so that the brand experience is integrated with TV, print, and radio.”