I have been developing this Scent Advertisement Book since 1990 and it was finally completed in December 1994. More than 100 examples of the beginning of this genre have been collected.

This book was created because I was intrigued by the idea of magazine scent advertisements, being attracted by their evocative names, their sexy photographic style and the inclusion of scent strips. After some study I realized some of the effect of this type of advertising and the implications for the future of scent advertising.

It is well known that there is a strong connection between memory, emotion and the sense of smell. The recent crop of designer perfumes are concoctions of flower and spice, fruit and chemical essences produced to engage more of our senses and memories in the designer experience. Producers and advertisers now have a strong new tool to manipulate our behaviour.

A quick look into the future shows me a world where very sophisticated behaviour modification technology using scents and hormones will be able to specifically target and manipulate key memories and emotions in the consumer public.

Hormones which trigger fear, excitement, peace and satiety in people will be used to sell cars, fashion, furniture and food. McDonald's will use the smell of a Big Mac, Fries and Coke to sell its products.

I foresee a world where the smell of leather and grease are used to sell Harley Davidson motorcycles; the smell of locker room sweat to sell Nike running shoes and the smell of chocolate and roses are used to sell diamonds.