THE PERFUME PARADOX: YOU CAN'T SELL A SMELL

If you are selling perfume, skincare, or food online, you have a massive disadvantage:

The internet is visual. Your product is sensory.

You can write "Notes of Sandalwood and Bergamot" all you want. Nobody knows what that smells like. You can post a 4K photo of your spicy chips. Nobody knows if it has that perfect crunch.

Stop Selling the Product. Sell the Flinch.

Since you can't transmit the smell, you have to transmit the feeling of the smell. And the only way to do that is through the involuntary biology of a stranger.

We call it the "Blind Sniff Test."

We stop a stranger. We spray the perfume. We film their face in slow motion.

• The split-second their eyes widen.
• The involuntary smile.
• The way they lean in for a second sniff.

You can't fake that micro-expression. And when a viewer sees it, their mirror neurons fire. They feel the smell through the screen.

Stop styling your food. Start filming people eating it.