BeautyMatter: IFF Amplifies Sonic Branding With Sound Logo Launch

Sound and scent are synonymous—after all, the language of “notes,” “compositions,” and “accords” is applied to both. But with the rise of audio branding, everything from ASMR to podcasts and curated soundtracks are being interwoven with the medium. Following their signed partnership earlier this year, IFF and IRCAM (short for Institute for Research and Coordination in Acoustics/Music) Amplify conducted a study which showed that the likelihood of purchasing a fragrance in an online setting jumped by 58% when paired with music.

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