Oliver Lehmann, the marketing project leader for the C4 Perfume diffuser programme
January 26, 2005 Its called Olfactory Marketing and started back in the 1980s when British supermarkets discovered that if they had a bakery in a supermarket, the smell of fresh baking bread helped them sell not just more bread, but more of everything else too. French car maker, Citroen, is now set to follow the bakers with the launch of the Citroen C4, offering as standard a scent-diffuser in the ventilation system and a range of nine different scents. The success of Olfactory Marketing and Citroen's decision to make it a feature of the C4 is based on the fact that smells can have a significant effect on mood and sense of well being and their effect is usually very subtle. As well as providing a very pleasant environment for users of the C4, the perfumes also have ability to inspire an environment that is conducive to safe driving.