FLINT Ink, the world’s largest privately owned ink manufacturer, has released new Rub’nSmell scented inks to enhance the appeal of consumer brands.
Rub’nSmell inks extend the enticing scents of products to consumers to drive brand sales at the point-of-purchase, where 70 percent of buying decisions are made.
The marketing-enhancing technology is delivered through a partnership with Scentisphere LLC, an innovative new producer of scented products. The new, colourless inks are ideal for packaging and labelling applications as well as promotional uses such as direct mailers and printed advertisements.
“Research has shown that scent is the strongest trigger of memory,” says James Berard, a former fragrance marketer and co-founder Scentisphere. “New York Times marketing research indicated that when given a choice between two similar food or beverage products, over 80 percent of consumers would choose one they could smell and see. Rub’nSmell inks are a powerful way to help differentiate brand owners, package printers and converters.”
The inks could be formulated with stock scents, like lemon, or custom fragrances for unique cosmetics, personal care, and other consumer brands. The scented inks were applied directly over printed graphics and activated only when rubbed, he said.
“Competition to distinguish brands continues to escalate, and scented packaging provides a significant competitive advantage,” says Leonard Walle, director of new business development, Flint Ink. "Instead of having a scent sprayed at them, consumers can interact with a brand in a very personal way. Creating these brand connections helps to establish customer relationships.
“Rub’nSmell inks contain fragrance oils that are microencapsulated using FolcoScent technology, which uses patented synthetic polymers for the microcapsules. The inks can be run in-line in either spot or full coverage, for offset, flexo, gravure or screen-printing applications,” he said.
“Rigorous testing assures that the scented inks withstand heat, pressure, humidity and other printing and converting stresses. Unlike some other scented products, encapsulated Rub’nSmell scents do not permeate the pressroom environment.”