Annals of Marketing – Rolls-Royce Scent of Money?

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Rolls-Royce Motor Cars said today it’s taking the interior experience of its cars with the launch of Rolls-Royce Scent, introduced on its Phantom.* Developed by an in-house perfumer of the marque’s Bespoke Collective, the Scent is said complement the natural aromas of the materials used within the motor car. The fragrance combines notes of Amyris, Cedarwood, Rosewood and Iris.

“A Rolls-Royce interior is a unique space in which every element is meticulously curated to create an unparalleled multi-sensory experience. With our new fragrance concept, Rolls-Royce Scent, we move beyond the visual and tactile realms into a new dimension. Designed and developed by our in-house perfumer and delivered using patented technology, this fragrance elevates the already peerless Rolls-Royce experience, creating an environment that is even more special, and absolutely unmistakable,” said Martina Starke, General Manager, Bespoke Design, Rolls-Royce Motor Cars.

A fragrance-releasing system was developed for the Rolls-Royce Scent. “The structure of the patented scent-diffuser ensures that the fragrance is released in suitably delicate doses for what’s said to be a long-lasting, sophisticated sensory experience. Significant testing was undertaken to ensure that the scent provides a consistent experience for the marque’s global client base. This included analyzing the fragrance in static and dynamic conditions as well as a range of temperature and humidity extremes. Specialists dedicated much time to perfecting the precise dose of fragrance to place in the diffusing system, balancing longevity with subtlety. More than 30 iterations were developed before in-house experts were satisfied that the fragrance would meet the requirements of Rolls-Royce’s clients,” Rolls-Royce said.

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