OMGICBTIAT – Ohmigosh, I can’t believe this is a THING: 12.29 Olfactory Branding

Everything that is now widely accepted as awesome was once new and innovative, and at some point in history, was probably thought to be odd.
Someone has an idea, and thinks, Hmm, no one’s ever done that before. They get all excited, but when their enthusiasm is met with weird looks and comments like, Err, are you sure about that?, they think twice about jumping in. However, the brave minds who ignore the naysayers and forge ahead in all their unconventional glory often pave the way for great new ideas to become a part of the world we live in. I absolutely love it when this happens in the world of fashion. I shudder to think of what my wardrobe would be if that first woman hadn’t said, I’m wearing pants today, and the world will just have to deal.

1229 Profile

Dawn and Samantha Goldworm

One such beacon of newness is a field called olfactory branding – the art of creating a brand identity has now been extended to include scent.

A company called 12.29 is at the forefront of olfactory branding in fashion, having scented the fashion shows of brands like Rodarte, Thakoon, Zac Posen, and Jason Wu. 12.29 is the brainchild of the Goldworm twins, Dawn and Samantha, who named the company after their birthday. They are an unbeatable combination for this particular concept – Samantha is a marketing genius with over a decade of experience in everything from market intelligence to enhancing brand image, while Dawn is a scent expert who has worked for both Avon and Coty, and has created scents and scented products for several A-listers and luxury brands, David Beckham, Kate Moss and Lamborghini among them.

One question hangs in the air, lingering like Chanel no.5: why scent? According to the paragraph on their website with the same question as its title, it’s because scent is more important than we think. a whopping 75% of the emotions we generate everyday are affected by smell, and while we can recall visual media with only 50% accuracy after 3 months, we can recall smells with 65% accuracy after a whole year. The bit reads, “That means that a brand with an olfactive logo has a 65% chance of being remembered by a consumer while an unscented brand has a 50% chance of being forgotten within the first three months.” Astounding, non? Scent adds to the brand experience in a major way – it taps into the brain’s ability to associate positive and negative reactions and memories with particular smells. So the impression you leave on your customer can be significantly enhanced by an original, signature scent. It makes so much sense; why haven’t we always done this?!

12.29 also creates scent ID’s for hotels, retail spaces, gallery exhibits, salons, restaurants, publications, clubs, and even private homes. Can you imagine the magic they could create with some of our local talents? Someone hire them please – AFI could bring them in for one of the fashion weeks, or Suzaan Heyns, or maybe Merchants on Long!
Visit and be amazed.

Sound off in the comments if you’ve seen any other interesting, new concepts being applied to fashion. Later, lovelies.

Image and info from


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