Iberia Adds a Custom Scent in Bid to Appeal to All Five Senses
Photo Caption: One of the new selections on Iberia's Menus/Iberia
Skift Take
The effectiveness of using scent to appeal to customers in the aircraft cabin is disputed by some industry branding specialists. But, to win the interiors arms race, airlines need to make the most of every weapon in their arsenal.
Iberia Airlines has followed the advice of leading brand strategists by appealing to the full range of senses in the cabin; adding scent and sound to touch, taste and sight through its introduction of a signature scent, Mediterráneo, and a new soundtrack compilation of popular Spanish music to set the mood as passengers board and deplane.
By appealing to all the senses, Iberia reinforces a uniquely Spanish accent with universal appeal in an attempt to make flying on Iberia memorable. As Francisa Patilla, Chief Product Design and Services Manager at Iberia tells Skift: "Iberia developed this aroma of Mediterráneo because we want to the Iberia brand to all aspects of the travel experience."
The aroma of Mediterráneo is composed of three layers of scent. Top notes of lemon, Bergamot, and citrus blossoms are followed by a floral heart of rose, iris, and jasmine, and undertones of white musk, vani
