{"id":5849,"date":"2025-01-18T17:36:51","date_gmt":"2025-01-18T17:36:51","guid":{"rendered":"https:\/\/alfanouscar.com\/blog\/?p=5849"},"modified":"2025-01-18T17:36:51","modified_gmt":"2025-01-18T17:36:51","slug":"rephrase-the-same-why-is-air-france-using-smell-in-its-premium-marketing-strategy-in-a-different-way-no-more-than-118-characters-as-if-you-were-a-native-american-speaker-as-expert-on-content-creati","status":"publish","type":"post","link":"https:\/\/alfanouscar.com\/blog\/rephrase-the-same-why-is-air-france-using-smell-in-its-premium-marketing-strategy-in-a-different-way-no-more-than-118-characters-as-if-you-were-a-native-american-speaker-as-expert-on-content-creati\/","title":{"rendered":"Rephrase the same Why is Air France Using Smell in its Premium Marketing Strategy? in a different way no more than 118 characters, as if you were a native American speaker as expert on content creation and dont talk about yourself or your experience"},"content":{"rendered":"

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Air France is adopting a multi-sensory approach for its latest marketing effort. Starting this week, passengers entering its premium lounges at Charles de Gaulle Airport in Paris will experience the airline\u2019s first \u201csignature fragrance.\u201d\u00a0<\/p>\n

It\u2019s named AF001 \u2013 a nod to the flight number that became synonymous with Concorde\u2019s transatlantic supersonic heyday. The airline suggests that AF001 \u201cimmediately evokes the world of Air France and the codes specific to air travel,\u201d while also reminding travelers of their first journey.<\/p>\n

A corporate scent might seem gimmicky, but the concept is already well established in upscale hotels and resorts. Central to its success is \u201cembodied cognition<\/a>,\u201d a belief that bodily sensations can influence decisions and emotions without conscious awareness. <\/p>\n

The goal is that premium passengers will associate the airline \u2013 and various positive attributes \u2013 by just the fragrance.<\/p>\n

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\u201cThe Air France travel experience now elevates all five senses,\u201d said Fabien Pelous, the airline\u2019s SVP of Customer Experience. Pelous suggests haute couture staff uniforms and high-end cabin interiors, along with curated menus and onboard playlists, help satisfy the other four senses.\u00a0<\/p>\n

The French flag carrier collaborated with master perfumer Francis Kurkdjian on the project, which has been more than two years in the making. Kurkdjian is a creative director at Christian Dior and includes Jean Paul Gaultier, Versace, and Burberry among his previous clients.\u00a0<\/p>\n

The foray into fragrance comes as the airline makes a notable shift upmarket. In March, it is expected to present its all-new first class cabin.<\/p>\n

Turning Smelling into Selling<\/h2>\n

Air France is not alone in using pleasant smells to its advantage. In 2021, Singapore Airlines launched its own signature scent. Named Batik Flora, it is made with flowers featured in the airline\u2019s distinctive batik motif uniforms. The fragrance isn’t limited to airport lounges \u2013 a reed diffuser and eau de toilette spray are also available to buy through the carrier\u2019s retail store.\u00a0<\/p>\n

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Sound can also be an important element in enhancing awareness. Last year, Cathay Pacific took a leap into the world of sonic branding \u2013 a term used to describe sound and music creating an emotional connection with consumers.\u00a0<\/p>\n

The Hong Kong carrier launched the \u2018Song of Cathay\u2019<\/a> as part of a wider effort to reinvigorate its market positioning after a bruising pandemic.\u00a0<\/p>\n

The melody is audible at different stages of the passenger journey from lounges to on board the aircraft, and is the first time the airline has composed a single track to capture the spirit of the brand. It worked with Sixi\u00e8me Son, a dedicated sonic branding agency on the project.<\/p>\n

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Elsewhere, start-up Saudi carrier Riyadh Air is also developing an audio identity. Speaking late last year, CEO Tony Douglas, confirmed its sonic brand was recorded at Abbey Road Studios in London.\u00a0<\/p>\n

The new Air France fragrance is being introduced gradually across its global lounge network in the coming months. Flagship spaces at its Charles de Gaulle hub in Paris will be the first \u2013 including the new La Premi\u00e8re suites. Other lounges in Terminal 2E halls L and M, 2F, and 2G are due to follow.<\/p>\n

The revival in first class travel is one of Skift’s Megatrends for 2025. View the full list here. <\/p>\n

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Airlines Sector Stock Index Performance Year-to-Date<\/h3>\n

What am I looking at?<\/strong>\u00a0The performance of airline sector stocks within the\u00a0ST200. The index includes companies publicly traded across global markets including network carriers, low-cost carriers, and other related companies.<\/p>\n