Smell, it is often argued, is the most sensitive and powerful of the five senses, and the one most tied to memory and emotion. According to some studies, it affects 75% of our daily emotions and can influence mood, well-being and pleasure. Smell can also create lasting connections between a brand and its customers. In fact, the perfume industry has been built around this connection.
Source: Smell matters! Ford’s has hired 18 super smellers in quest for the perfect car scent – The Financial Express