"Scenting is something luxury brands have always done, and paid attention to. Sense of smell has always been pivotal in the HALO market--two of the most famous brands that focus on it are Equinox and SoulCycle," states Daniel Zimmon, Founder of NatScent. He and Pete discuss the strong use case for creating a unique scent, empirical data behind the effectiveness (and very high ROI!) of scenting, the results of a famous NIKE experiment, and some examples of how this is used by companies like Wynn hotels, Aveda, Apple, Mercedes, Rolls Royce and others. This is something that should be strongly considered by any HALO company.