Scent Marketing Rising Again for ○○ Department Store and △△ Hotel

Lotte Department Store Introduces 'Plitvice Scent' at All Locations
Lotte Hotel Diffuser Sales Increase by 30%
Global Fragrance Industry Expected to Reach 40 Trillion Won

[Asia Economy Reporter Lim Chun-han] Fragrance marketing, which had slowed down due to the COVID-19 pandemic, is making a comeback. Department stores and hotels are applying distinctive scents to their store spaces and even launching products such as perfumes and diffusers.

On the 21st, Lotte Department Store expanded the introduction of its signature scent, 'Plitvice,' to all its branches. Plitvice is a fragrance developed in collaboration with Centon, which handles scent marketing for famous hotels. Previously, it was applied to the Lotte Department Store Culture Center and the men's overseas fashion section on the 5th floor of the main store. The Plitvice scent is a blend of citrus, bergamot, yuzu, and clove, evoking the feeling of walking along a forest path surrounded by a clear lake. As customer inquiries about the scent in stores have increased, Lotte Department Store is also considering producing related products.

Galleria Department Store is showcasing its signature scent at the luxury hall edit shop 'G.STREET 494.' It was developed in collaboration with the domestic niche perfume brand Villa Herbarium, and perfume products are also being sold. AK Plaza applied the 'Morning Splash' scent to its Gwangmyeong branch, matching the store theme that expresses a small forest in the city. Morning Splash is a green fragrance that captures the image of fresh wind and lush plants.

Lotte Department Store Main Branch Men's Overseas Fashion Hall View. (Photo by Lotte Department Store)

Hotels are also focusing on developing their own unique scents. Lotte Hotel has been selling a diffuser with its self-developed scent 'Week in the Wood' since June 2019. Originally developed for internal scenting, it was released as a product due to high purchase inquiries. Sales of this product in the first half of this year increased by more than 30% compared to the previous year, receiving a positive response.

Chosun Hotel & Resort has developed and is selling signature scents for each hotel. The Grand Chosun Busan and Jeju offer 'The Moment,' Gravity Seoul Pangyo and Autograph Collection feature 'Awaken 20,' and Chosun Palace Seoul Gangnam and Luxury Collection Hotel provide the 'Lasting Impression' diffuser. Glad Hotel released the 'Glad Forest Diffuser' and 'Glad Forest Room Spray.' Customers can choose between the Seoul type, which combines the deep and soft scent of the forest with the sophisticated aroma of jasmine, giving the feeling of being in a forest, and the Jeju type, which offers a refreshing and fresh scent blending citrus and grass, evoking the freshness of flowers and leaves blooming in a sunny garden.

Globally, the fragrance industry is steadily growing. UK market analysis firm IAL Consultants projected that the global fragrance industry size will expand from 28 trillion won in 2017 to about 40 trillion won this year. A distribution industry official said, “Products containing signature scents are becoming bestsellers,” adding, “We plan to continue launching various goods that align with trends.”