April 18, 2012
Love That New Mac Smell? New Scent Based On MacBooks
Michael Harper for RedOrbit.com
Sure, you´ll get all sorts of concerned looks, but few experiences can top unboxing and sniffing a new Apple computer. As you break open the pristine and meticulously thought out white Apple container, it´s easy to become awash with anticipation and admiration. And as you gently lift your aluminum and glass beauty, a distinct aroma emerges from the box. Go ahead. Ignore the looks. Sniff your MacBook. It smells divine.You might not be alone. As it turns out, Australian artists Gavin Bell, Jarrah de Kuijer, and Simon McGlinn, known collectively as Greatest Hits have teamed up with Air Aroma in order to create a sprayable version of Apple scent.
According to 9to5mac.com, Air Aroma explained their methods this way: “To replicate the smell a brand new unopened Apple was sent to our fragrance lab in France. From there, professional perfume makers used the scents they observed unboxing the new Apple computer to source fragrance samples. On completion the laptop was sent back to Australia, traveling nearly 50,000 kms and returned to our clients together with scent of an Apple Macbook Pro.”
So what sort of smells are combined to create this distinctive aroma?
According to Air Aroma, “The scent created for Greatest Hits encompasses the smell of the plastic wrap covering the box, printed ink on the cardboard, the smell of paper and plastic components within the box and of course the aluminum laptop which has come straight from the factory where it was assembled in China.”
Luckily for Apple fans weary of the “iSomething” naming convention, the Australian artists have chosen a different name: Eau de MacBook Pro.
There are no plans as of yet to bottle and sell the fragrance to the public, however. For now, Greatest Hits plan to distribute their bottled essence of Apple during one of their exhibits via an Air Aroma branded diffuser, known as the "Aroslim."
Even the Aroslim diffusers look like they belong in an Apple store. Tall, slender devices utilizing Air Aroma´s patented cold-air diffusion technology, these fragrance machines come in your choice of black or anodized aluminum, reminiscent of Apple laptops themselves.
The Greatest Hits exhibit will be called “De facto Standard,” and will be on in Melbourne from April 20th to May 12th, for those wanting to see some of their work in action, or who just want to lean in real close to the diffusers and breathe deeply.
Air Aroma is a French company which specializes in creating scents for retail businesses, banks and hotels as a marketing tool. It´s something they call “Scent Marketing,” and according to their website, specific fragrances can cause customers to not only link a brand to a scent but also create long-lasting emotional connections with a brand. The company bases their approach on science, saying, “Smell is more sophisticated than any other sense as scent receptors in the nose connect directly to the section of the brain responsible for memory and emotion. So powerful, in fact, the nose is believed to affect 75% of our daily emotions. It is the close connection of the olfactory gland, which registers smell, and the limbic system, that governs emotion and memories, that is said to be responsible for the power behind the sense of smell.”
In addition to bottling the scent of a Mac, Air Aroma also creates custom scents for businesses such as Dunhill, the Venetian and Hilton Hotels and Aston Martin.