Integrates Fragrances, so the perfume becomes a marketing tool – Corriere.it

The smell is an integral part of the experience, a perfume can be perceived even with the eyes closed, because it is linked to memory. This is why the olfactory element is a powerful communication and marketing tool, claims Lorenzo Cotti, founder (in 2006) and CEO of Integra Fragrances (If), the Reggio Emilia-based company that creates bespoke perfumes for brands to improve identity and loyalty within the store network.

Among its customers, Integra Fragrance includes not only luxury and fashion brands, from Fendi to Bulgari, from Max Mara to Ferragamo, but also banks (including Intesa Sanpaolo), hotels (the Starhotels chain, NH, Waldorf and the Lefay Resorts), airlines (Emirates) up to a distribution giant like the Ikea Center .

With perfume I can communicate a story, an experience, create loyalty towards a brand that continues to talk about itself thanks to the memorysays Cotti. When we studied the fragrance for the Fendi shop in via Montenapoleone, we wanted to recreate the experience of the Rome of the Dolce Vita: an ancient perfume, which takes us back to an old wardrobe in an attic, where an old fur collar may have remained. Intesa perfumes the new branchesto bring people closer to the credit institution with a unisex fragrance that tastes like fruit, slightly floral, familiar. The perfume experience was then extended to the Galleria d’Italiadifferent depending on the context. For Yamlovesy A recent and innovative sustainable corporate olfactory note created with biotechnologies such as fermentation has been launched. But they use fragrances from Integra Fragrances many other brands, including United Colors of Benetton, Furla and Geox.

How does it work? If diffuses the fragrances in the rooms through the ducting system, with devices covered by patent, also able to sanitize the air: We have 5,000 sensors worldwide, which we manage remotely from Reggio Emilia, explains Cotti. And the turnover continues to grow: in 2022 it rose to almost 5 million, with a growth of 25% on 2021. The company has opened the new headquarters in Milan, in the Galleria del Corso and has received the Prize Innovation of the year, which recognized Integra Fragrances among the top 40 most innovative companies in Italyawarded by the Ministers of Innovation, University and Research and Public Administration at the CNR headquarters in Rome.

But Integra Fragrances looks beyond the shops. With Urban Vision, leader in maxi advertising billboards, in collaboration with Atelier Fragrance Milano, If has developed a new diffusion technology intended for large open-air spaces. While with Barilla he studied a prototype to spread perfume in supermarkets, starting with the aroma of pesto, which is released on the shelf of ready-made sauces when a consumer passes in front of it. In the midst of so many brands, the scent of basil thus becomes a tool that attracts the customer, says Cotti. But for now the experimentation remains in the drawer.