Case Study: P&G proves Gain’s scent drives stronger emotional response with Nielsen Consumer Neuroscience

Determining Emotional Impact of Scent to Support Product Claims

P&G wanted to understand the emotional connection to scent as it prepared to launch new single-dose pods of Gain laundry detergent. The company also wanted to compare that response with other emotionally significant experiences, including music, since Gain users have long been known for their strong loyalty to the scent.

Nielsen Consumer Neuroscience measured emotional response to Gain scents and other pleasant, neutral, and aversive scents using biometrics and facial coding, then compared those reactions with responses to favorite music genres. Nielsen found that the Gain scent produced a greater and more positive emotional response than listening to music from a favorite genre, and that smelling Gain first increased emotional response to favorite music. P&G used these findings to support the “Music to Your Nose” tagline in the national launch campaign.

P&G