The average adult is able to process more than 10,000 different smells, and each has the ability to trigger a distinct memory and the emotional responses around it.
Scent is a power persuader. A product that releases a desirable scent on opening is likely to be appreciated and remembered more.
Zip-Pak has effectively harnessed the power of smell with its recent introduction of Fragrance-Zip, a new zipper closure solution designed to emit a customised aroma upon both initial and subsequent openings of a flexible package.
“Scent is a far more powerful influencer than most people realise,” commented Dr. Jose Septien, new product development manager for Zip-Pak Europe. “Our sense of smell engages memories, stirs emotions, alerts us to dangers, and creates heightened awareness. With Fragrance-Zip, we’ve opened the door to a completely new dimension of interactive consumer packaging. And with so many diverse aromas to work with, we’ve just begun to explore the broad range of applications for this type of packaging feature.”
The scent is embedded in the reclosure during the manufacturing process. By working in close partnership with several fragrance companies, Zip-Pak can duplicate virtually any desired aroma, enabling a package to replicate a desired scent whenever opened. This fragrance can be incorporated into any style of resealable Zip-Pak closure.
Currently, Zip-Pak is working with a marketer of coffee in capsules that are sold in flexible packaging, for example. Because the coffee itself is encapsulated, a coffee aroma is not released when the pouch is opened. With Fragrance-Zip, the precise aroma of each flavour can be integrated into the closure, delivering a welcoming, familiar coffee smell every time the consumer opens the package.
Fragrance-Zip can also be used to mitigate the unpleasant, naturally occurring scent of some products with one that’s much more attractive to the consumer. Case in point: A number of detergent brands have shown interest in Fragrance-Zip for detergent pods marketed in flexible packaging. In some instances, the pods do not emit a particularly pleasing aroma. Zip-Pak is exploring the inclusion of citrus scents into the closure, creating more favourable aromatic experiences whenever the pouch is opened.
Zip-Pak is also experimenting with a variety of chocolate-based aromas to accent flexible packaged food products given the inherently positive properties associated with the smell of fresh chocolate.
And there are advantages for using Fragrance-Zip in the packaging of pet products, as many domestic animals have a heightened sense of smell.
Fragrance fasteners are the latest in the line of resealable closures that Zip-Pak calls Sensory Feedback Fasteners, that feature performance characteristics that appeal to a consumer’s sense of sound, sight, smell or touch. Earlier this year, Zip-Pak introduced Sensus, a high-performance sealing feature that provides both audio and tactile feedback to assure the consumer that their package has been firmly sealed.
Art Malcomson, director of sales and marketing for Zip-Pak commented, “Our findings clearly indicate that packaging form and function can significantly influence consumer perception, selection and use of products. Our Sensory Feedback Fasteners directly support the growing trend for more interactive, emotionally-connected experiences between consumers and packaged goods.”
