Short answer: to choose your brand scent, start from the emotion you want to create, not from the smell you like. Each emotion points to an olfactory family: citrus for energy, floral for elegance, woody for trust, oriental for exclusivity, gourmand for warmth. Within that family, shortlist two or three fragrances and test them in your space.
Emotion first, smell second
The most common mistake when choosing a brand fragrance is to start by smelling. That way you end up picking what the decision-maker likes, which is not always what fits the business.
Before looking at the catalogue, answer three questions:
- What do I want my customers to feel when they walk in? Trust, energy, calm, exclusivity, approachability. Pick two, three at most.
- What is my brand like? A high-end beauty clinic and a local gym both work in wellbeing, but they cannot smell the same.
- Who is my customer? A young audience accepts fruity and sweet registers. A professional one usually calls for something more restrained.
With those words in front of you, the table below tells you where to start.
Table: brand emotion, olfactory family and fragrances
These are real fragrances from the BENDIS catalogue. The numbered ones are described by their notes.
| Brand emotion | Olfactory family | BENDIS fragrances that fit |
|---|---|---|
| Energy, dynamism | Citrus | Lemon, Mint, Nº10 (woody, mineral, citrus) |
| Cleanliness, freshness, order | Green and fresh | Green Tea, Fig, Mint |
| Spaciousness, freedom | Aquatic | Nº3 (aquatic, citrus), Nº14 (woody, aquatic, fresh) |
| Elegance, care | Floral | Jasmine, Orange Blossom |
| Calm, pause | Aromatic floral | Lavender, Green Tea |
| Trust, solidity, seriousness | Woody | Nº8 (woody, elegant), Nº17 (aromatic, woody, elegant), Nº6 (aromatic, woody) |
| Character, modernity | Spicy woody | Nº4 (woody, spicy), Nº7 (woody, spicy, fresh) |
| Luxury, exclusivity | Oriental and amber | Nº12 (oriental, amber), Nº22 (sweet, woody), Nº23 (sweet, oriental, intense) |
| Warmth, welcome | Gourmand and spicy | Cappuccino, Cinnamon & Orange, Nº19 (woody, spicy, sweet) |
| Joy, approachability | Fruity | Mango, Coconut |
If two emotions lead you to different families, look for fragrances that bring them together. For example, trust and freshness meet in Nº10 or Nº14, which combine wood with citrus or aquatic notes.
What each olfactory family conveys
Citrus and green
They convey cleanliness and energy. They are among the easiest for almost everyone to accept, which is why they work well in spaces with a varied public.
Floral
They bring delicacy and care. Use them at low intensity: in excess they become cloying.
Woody
They give a sense of quality and stability. They are a good base for brands that want to seem serious without feeling cold.
Oriental and amber
The most enveloping and the most memorable. Also the easiest to overdo. Best in large, well-ventilated spaces. More context in 5-star hotel scent.
Gourmand and fruity
They evoke home and closeness. They suit warm brands, but in food businesses they can compete with the kitchen.
How to check you got it right
- Shortlist two or three from the table. No more.
- Order 5 ml samples of each through the fragrance sample and smell them in your space, not on your hand.
- Ask three or four people on your team. You are not looking for unanimity, you are looking for rejections.
- Reread your brand words. If the fragrance is liked but does not convey what you wrote, it is not yours.
- Decide and stick with it. Recognition comes from repetition. Changing too often destroys it.
The full process for rolling it out in one or several locations, with timelines and cost, is in how to create your company's odotype step by step.
Before choosing: no background odour
No brand fragrance works on top of a bad smell. You neutralise first and scent afterwards. That is what the neutralisers are for: Aloe Vera (pets, damp, tobacco), Cotton Fresh (smoke, burnt smells, sweat) and Jasmine (waste, food, drains). The method is in the bad odours guide.
Other ways to choose a scent
- If you prefer to decide by sector and area of the premises: how to choose the scent for your business.
- If you are not yet clear on what an olfactory signature is: what is an odotype.
- If you want to know what to avoid before you decide: mistakes when choosing a business odotype.
- If the scent has to fit the interior design of the space: scent and interior design.
Frequently asked questions
Which olfactory family is the safest for a brand?
Citrus, green and soft woody scents generate the least rejection. If your audience is very varied, start there.
Can I use two fragrances for my brand?
You can have one base across the whole space and another in a specific area, but do not mix two in the same room. Mixing scents usually takes something away.
Which fragrance conveys luxury?
Oriental and amber ones, such as Nº12 or Nº23, and elegant woody ones, such as Nº8 or Nº17. Always at moderate intensity.
How much does it cost to test several fragrances?
5 ml samples cost €1.50 or €2.50 depending on the fragrance. 150 ml refills cost €24.99 in the NATURAL line and €29.99 for the numbered fragrances and neutralisers; 250 ml refills, €29.99 and €34.99.
What if no fragrance in the catalogue fits?
Write to info@bendis.es with what you are looking for and we will look at it with you.
