> Essence of Lincoln, The Lincoln Motor Company’s original showroom
scent, reinforces Lincoln brand identity of luxury and warmth
> Designed by aroma marketing leader SensoryMax with guidance from
master perfumer Rene Morgenthaler, Essence of Lincoln recently earned
2014 Harold Vogt Scent Marketer of the Year award
> Scent cards available at Lincoln dealerships nationwide; some dealers
disperse Essence of Lincoln through showroom ventilation system
DEARBORN, Mich. -- (Business Wire)
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.
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. (Photo: Business Wire)
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.”
About The Lincoln Motor Company
The Lincoln Motor Company is the luxury automotive brand of Ford
Motor Company, committed to creating compelling vehicles with an
exceptional ownership experience to match. The Lincoln Motor Company is
in the process of introducing four all-new vehicles through 2016. For
more information about The Lincoln Motor Company, please visit media.lincoln.com
or www.lincoln.com.
Follow us on Facebook at facebook.com/lincoln.
For news, photos and video, visit media.lincoln.com
Follow us on Facebook at facebook.com/lincoln
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140814006075/en/
Contacts:
Lincoln Motor Company
Stéphane Cesareo
313.323.8917
scesareo@lincoln.com
or
Vanessa
Bohlscheid
313.322.4667
vbohlsch@lincoln.com
Source: The Lincoln Motor Company
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