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Brand’s perfume: Essence of Lincoln

By Tara Baukus Mello ·
Saturday, August 23, 2014
Posted: 6 am ET

Lincoln has developed its own perfume fragrance and no, it's not "new car smell," despite being named Essence of Lincoln.

Used in the ventilation system of Lincoln dealerships and on scent cards available in showrooms, the scent was developed as a way to create more luxury and warmth for customers visiting the dealerships as they look at cars. The fragrance includes scents of green tea, jasmine and tonka bean. It was developed with guidance from master perfumer Rene Morgenthaler, known for other successful scents such as Polo Extreme by Ralph Lauren, Sheer Obession by Calvin Klein and Elizabeth Taylor's Passion for Men.

Many companies use scents for what they call fragrance marketing because scent is so closely linked to memory. Lincoln says that its fragrance will help reinforce the brand's identity when car customers encounter it in the future.

"While every sense plays a part in forming a client's perception of an experience, scent has one of the strongest connections to not only memory, but emotion," said Dennis Carnevale, Lincoln experience training manager. "Essence of Lincoln is a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand."

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Tara Baukus Mello writes the cars blog as well as the weekly Driving for Dollars column, providing both practical financial advice for consumers as well as insight into the latest developments in the automotive world. Follow her on Facebook here or on Twitter @SheDrives.

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