Cool Stuff at the Smart Show - by Paul Holewa

26-04-2010

" 'Cool' is a word bandied about with each issue of INSTORE. To pay homage to the magazine's favorite word, first-day coverage of the Smart Show will feature "cool" stuff seen during the first day of the show."

"...Another interesting stop during the first day of the Smart Show was at the Air Aroma America booth. The company's president Spence Levy and his colleagues have created signature aromas for a variety of jewelry retailers, jewelry trade associations and even industry events, including the AGS and the JCK Prestige exhibition area at the Vegas Show.

Many retailers have an aroma specifically engineered for their store by Air Aroma America. But the aroma of the moment is grapefruit-vanilla. Why these two seemingly diametrically opposed aromas? "For Americans, vanilla is the most identifiable smell," says Levy. "It reminds people of their mother's cooking and it's the secret ingredient in Johnson & Johnson's Baby Powder. In short, the vanilla aroma is very disarming, which is good for retail jewelers whose stores can be somewhat intimidating."

Grapefruit, the second half of the grapefruit-vanilla aroma combination, is a trendy because women wearing the scent of pink grapefruit were perceived by men to be six years younger than their age. This was determined in a 2005 study conducted by Dr. Alan Hirsch, director of the Smell and Taste Treatment Research Foundation in Chicago."

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