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Tho worth, in cold cash, of the despised scuso of smell, is appraised by a writer in an industrial paper published by a Massachusetts firm, who concludes that odours play a much' larger part than wo think in forming our opinions of things. Ho notes that when a prospective) customer picks up a cake of toilet soap or a package of cosmetic preparation, his first impulse is to smell it. If the odour is appropriate, the merits of the article have a ehanco to be recognised; but if the odour is weak or unpleasant, the examination generally goes no further. "The sense of smell," he writes, "is not one that is now held in very high esteem. . Nevertheless, we use it freely and depend on it more than most of us realise. It is pressed into service, not only in examining'articles that we expect to be scented, but also in examining such things as leather and dress-goods, which are ordinarily classed as odourless. Not infrequently a house has been sold through the sense of smell. The 'new' smell of the varnish and woods, particularly, impresses people who have become tired of an old house, with its characteristicodours. It has been claimed that a certain high-priced automobile has been sold quite as much through the sense of luxury created by the judicious use of delicate scent as by all the other arts of the'salesman. "Smell memory is lasting. How we smile when we recognise a familiar pleasant odour! Goods are more frequently trade-marked by odour than is generally appreciated. A perfumer, in discussing the importance of odour as a trade-mark, emphasised the danger of changing an odour that has once been established for an article. It seemed to him to be as risky as char^jg tho name of tho product or the style of the package. Yet the odour of a wellknown household lacquer was recently made so much more generally accept' able and pleasant that sales were greatly increased. "Every manufacturer should be alert to the sales value and appeal of odour in his product. Odour can be introduced into many articles which are ordinarily quite odourless. This is often to great advantage in winning an increased appeal. Yet the greatest opportunity is perhaps in overcoming traces of objectionable odours that' limit sales. Some books, and- the rotogravure sections of -most newspapers, have definitely, unpleasant odours that should be reduced as far as possible, and then neutralised by a pleasant smell, as traces of yellowness are neutralised;by bluing. Many fabrics have a.faint- rancidity, acquired in the finishing process, which can readily be offset by traces of an appropriate added odour. " Musty-smelling upholstery in theatres has prevented many patrons from ever returning. The characteristic but unnecessary odours associated with hospitals and dental clinics give sensitive people a needless added dread. More than one handsomely illustrated magazine has been set aside because it offended the sense of smell. Dealers in shoes have often had their goods returned or silently boycotted because of strong-smelling leather or box-toes. "Manufacturers of household lacquers have made marked progress in tho improvement of their products with respect to odour. Producers of leather, laundry soap, raincoats, wall finishes, linoleum, etc., could benefit greatly by their example. In general, raw. materials should be purchased with respect to odour as well as other properties. When this is done, many products are improved at once. Then, as a finishing touch, cautious addition of a pleasant scent (not necessarily of a flowery type) should be made. The kind of odour to use will depend entirely on the article, and no little skill is required to choose the right type, amount, and lasting quality. .. "ITor most purposes, the cost of ■overcoming an objectionable odour or of adding a. pleasant one is very trifling. A very small fraction of a cent's worth of perfume will mask tho unpleasant odour of a gallon of glue. On the other hand, the cost, of perfume, under the usual conditionsl- of American practice,,may, amount to a cent or several cents for a cake of toilet soap, and constitutes a...large percentage of the cost of raw material. 'Some scientific principles that have lately been recognised now permit' odouriferous materials to be blended to secure a desired effect with a minimum expense for raw materials. The manufacturer is used to calling advertising, style, and other appeals to,'.the : sense of sight. He needs advice- no; Jess in matters concerning the-sense of smell. Improvements in the olfactory qualities of goods now on the market indicate that many different industries have come to recognise this fact."

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PLEASANT SMELLS, Evening Post, Volume CIX, Issue 43, 20 February 1930

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PLEASANT SMELLS Evening Post, Volume CIX, Issue 43, 20 February 1930

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