By Zachary Chase
Olfactory branding company 12.29 creates a sensory sensation for luxury brands.
The event: Valentino’s 2016 Haute Couture Show, Paris
The clothing: Medieval, romantic, Shakespearean with a modern touch
The music: Selections from “Romeo & Juliet”
The scent: Notes of rose, geranium, leather and balsamic — all part of Valentino’s signature scent created by olfactory branding company 12.29 and diffused into Paris’ Hôtel Salomon de Rothschild
Those who were attending their first Valentino Haute Couture show may not have realized the all-encompassing sensory experience that awaited. But by the time the show climaxed in a swath of striking red, with a ruffled, floor-length, oversized cape designed for “La Traviata,” the complex, luxurious scent filling the air, the lengths that companies like Valentino will travel today for total brand penetration were evident.
“Valentino’s scent is multifaceted because the brand is multifaceted,” says Samantha Goldworm, the business director to twin sister Dawn Goldworm’s scent director for 12.29, the luxury olfactory branding company that scents all of the brand’s showrooms and flagship stores around the world, as well as their couture shows. “They have a long history, but a modernized brand. The scent adds to the feeling they’re trying to evoke.”
12.29, so named because it’s the birthdate of the sisters (as well as that of their younger brother and the anniversary of their parents), proves that when it comes to branding…