The Tide and Febreze brands join Dr. Alan R. Hirsch, "Dr. Smell", to identify personality profiles for Hispanics based on favorite aromas.
(HISPANIC) -- Dr. Alan Hirsch, Founder of the Smell & Taste Treatment and Research Foundation in Chicago has partnered with Tide with Febreze Freshness to identify how the preference that Hispanic consumers show for certain aromas can tell us a lot about what their personalities are likely to be. Combining his years of study on the effects the sense of smell has on the general emotional state of individuals, Dr. Hirsch has developed nine aroma-based personalities focusing on those scents that Hispanics find more appealing and seek out in their everyday lives.
These popular aromas are the smell of pine; baked goods – fresh baked bread and cookies; fruit; flowers - fresh cut flowers and grass; baby powder fresh; coffee – beans and freshly brewed; herbs and spices; nature - forest and nature; jasmine. Hispanics who show a marked preference for these scents and smells tend to show some distinguishing characteristics based on their specific personality.
“Hispanics, like everybody else, are largely unaware that their sense of smell plays an influential role on their emotions and behavior. Scents can generate reactions in the frontal lobe and the hypothalamus that influence behaviors and personalities,” stated Dr. Hirsch. “This is the reason why some Hispanics like to envelope their homes with the enticing odors of their favorite foods; while others may seek the refreshing scent a garden provides after a summer rain passes through. Also, by the same token, pleasant smells can also elicit strong positive reactions and memories; while other odors have a negative effect on us- such as the smell of fish - and make us want to avoid and shy away from them.”
Many times these unpleasant odors permeate the clothes we wear and traces remain behind even after they are washed. To address this concern and help consumers eradicate any hint of unwanted odors in their fabrics, Procter & Gamble (P&G) has developed Tide with Febreze Freshness, which is specially formulated to help target and remove the common odors and deposit "freshness actives" into our clothes.
“At P&G we are committed to developing products specifically designed to meet the needs and preferences of our Hispanic consumers. We want them to enjoy the scents and smells that they enjoy or are drawn to as identified in Dr. Hirsh’s research, but certainly want to help them avoid those odors that trigger negative reactions” said Anelsie Ramos, Hispanic External Relations Manager for Tide.
The aroma-based personality profiles developed by Dr. Hirsch include:
THE MODEST- Baked goods – Those who prefer baked goods aromas are contemplative, and thoughtful. They can be altruistic. They stay away from criticism and rejection and are fearful of being judged. The Modest will not run for President or try to be a public figure. They are quiet and unassuming personalities that prefer to play a supporting role as he avoids taking risks or becoming involved in activities that might cause them to be brought into the limelight.
THE FRIENDLY - Pine – Those who prefer pine aroma are sweet and naive, and sometimes indecisive. They function best in close, safe, and secure relationships. They tend to be submissive and may not welcome change in their lives. However, they are understanding, tolerant and enjoy tagging along with others. The Friendly people make good friends as they care and try to please others. The pine personality tends to become deeply involved in relationships.
THE GO GETTER - Fruit – Those who prefer fruit aroma tend to be strong-minded and ambitious. They are persistent and dominant, and are known as natural leaders. They are dreamers who can be grandiose, boastful and pretentious. They are ever charming in social situations. However, consistent with their haughty personality, they may have to work on their tolerance and patience. If you want something to get done, you can count on the fruit personality.
THE “LETS PLAY IT SAFE!” - Flowers– Those who prefer flower aromas are intellectual introverts. They demonstrate caution in their relationships and are private and insightful. Your secrets are safe with them. Cautious flower personalities often depend on others’ opinions for day-to-day decisions. They follow directions well.
THE LIFE OF THE PARTY - Baby powder – Those who prefer baby powder aroma are colorful, gregarious personalities. They tend to be impulsive, open-minded risk takers. Always the life of the party, they are dramatic and enjoy being the center of attention. They tend to be over-committed romantics. They crave novelty and become bored with the usual routine.
THE HIGH ON LIFE - Coffee – Those who prefer coffee aroma are lively. They approach life with “gusto” and enjoy every minute. They are not concerned with the future, but rather, they thrive on the passion of the moment. Because they throw themselves into all that they do, they frequently find themselves over-committed. Want to make plans with a coffee personality? Take a number!
THE LOYAL - Herbs and spices – those who prefer herb and spice aromas tend to be easy going and agreeable. They are loyal and true friends and tend to be faithful in both romantic relationships and in the work environment where they function best on team projects. They prefer to work things out in a non-confrontational way, and will readily give credit to others and show a trusting, accepting nature. They place high value on team spirit.
THE PERFECTIONIST - Nature – Those who prefer the aroma of nature are idealists. They have a strict regard for punctuality which makes them highly organized and productive individuals. They also display confidence and competitiveness in the workplace, and are attentive to what others think of them. They prefer the finer things in life and gourmet meals.
THE REBEL - Jasmin/Lavender – Those who prefer jasmine aroma like to make their own rules. Work better individually as they have a unique approach to how things should be done. They are though on the outside and want to change things to make them better. They are often viewed as firm individuals as they are very focused on the direction they want to take. |
