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Fact Sheet: Essence of Lincoln
The Lincoln Motor Company, hoping to create an emotional connection between the luxury brand and consumers, recently unveiled Essence of Lincoln, an original scent designed to create an upscale, relaxing showroom experience.
Visitors to select Lincoln dealerships across the country will experience Essence of Lincoln, an award-winning scent created by master perfumer Rene Morgenthaler for aroma marketing leader SensoryMax. Morgenthaler helped develop various successful scents, including Polo Extreme by Ralph Lauren, Sheer Obsession by Calvin Klein and Elizabeth Taylor’s Passion for Men.
In Essence of Lincoln, Morgenthaler infused top notes of green tea (to encourage a sense of upscale well-being) with undertones of jasmine and tonka (to create a relaxing atmosphere). Together they form a fragrance that exudes luxury and warmth.
“Perfumers are memory makers,” Morgenthaler said. “The sense of smell is very closely connected with a person’s overall perceptions of an experience.”
Because the sense of smell is so closely tied to memory, Essence of Lincoln reinforces Lincoln’s brand identity when a consumer encounters it again.
“While every sense plays a part in forming a client’s perception of an experience, scent has one of the strongest connections to not only memory, but emotion,” said Dennis Carnevale, Lincoln experience training manager. “Essence of Lincoln is a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand.”
Essence of Lincoln is made available on scent cards at Lincoln showrooms nationwide. In others, the scent is dispersed through the facility’s ventilation system. Pompano Lincoln in Pompano Beach, Florida, has been using Essence of Lincoln in its showroom’s ventilation system for almost a year, and customer reaction has been very positive.
“We’ve gotten a lot of good feedback about it, both from customers and employees,” said Tony Guerrera, general sales manager of Pompano Beach Lincoln. “It’s a great scent. They really did an excellent job creating it.”