Whether presenting as a custom ambient scent for a hotel lobby or a cross-industry perfume line, lifestyle fragrance branding has gained serious momentum in recent years.The genre began in the early 20th century. Fashion houses like Chanel and Poiret created olfactory brand extensions, which soon evolved into a symbiotic relationship between fashion and fragrance brands that persists to this day. In 1996, the Monte Carlo Resort and Casino (now going by the name Park MGM) became the first commercial building to diffuse an indoor scent. The pomegranate and sage combination didn’t just cover up indoor smoking odors, but creating a welcoming space through scent was shown to increase gambling by 45%. In the retail sector, Fierce by Abercrombie and Fitch created a thick cloud of all-American jock masculinity in the fashion brand’s dimly lit stores in the early 2000s. For hospitality, the Four Seasons Hotel New York Downtown introduced a candle collection with four scents inspired by, naturally, a different season in 2018. Today, the B2B segment of the fragrance industry is set to grow by a CAGR of 9.6% until 2031. The scent marketing segment was worth $1.5 billion in 2024, and is predicted to reach $3.2 billion by 2033.To get an insider’s scoop on the trajectory of the category, BeautyMatter spoke to Caroline Fabrigas, CEO of Scent Marketing Inc.; Lara Baker, Marketing Manager at Air Aroma; Frederick Bouchardy, founder at Joya Studio; and Woo Pailet, Head of Marketing at Joya Studio.Translating Brand DNA into ScentsIt all starts with the juice, but how exactly does one bottle translate the essence of a winery or museum into physical form?