Brits have disclosed their fascination with unusual scents, such as nail polish, tarmac, and tennis balls, according to a recent survey. The study, which involved 2,000 adults, revealed a predilection for the smell of rain, the distinct ‘new car’ aroma, and even the fragrance of fresh newspaper pages. Other quirky favourites on the list included shoe polish, pet food, and the medicinal scent of TCP antiseptic cream.
While many participants expressed their love for these unconventional odours, around one in five admitted feeling a bit embarrassed about their attraction to such unusual smells, which also encompassed cigarette smoke, manure, and the damp scent of a wet dog. In celebration of the beloved ‘new car’ fragrance, Fred Sirieix has partnered with Auto Trader, the online marketplace for new and used cars, to create a range of unique scent profiles for different car brands.
These olfactory descriptions aim to capture the essence of each brand, from Land Rover’s earthy tones to Vauxhall’s evocative mix of British oak and tobacco leaf. The maitre d’ from First Dates remarked, “Some people might not like to admit that they enjoy unusual scents. But taste is subjective, and one person’s rose might be another’s seaweed, we don’t like to judge.”
Furthermore, the research revealed that 21% of participants wish for the ‘new car smell’ to linger as long as they own their vehicle. A quarter of Brits would consider buying an electric car to avoid the smell of petrol, and 14% would opt for an electric vehicle to maintain that ‘new car smell’ for an extended period. Interestingly, 31% strongly dislike it when the new car smell begins to fade.
The study also highlighted that 47% of adults associate peculiar smells with positive memories. Moreover, 63% believe that scents can influence their mood, and 45% could be swayed to make a purchase if the item has a pleasant aroma. Brits showed a preference for natural scents over synthetic ones (68% versus 5%), with citrus (34%), woody (33%), and floral (32%) aromas being the top-rated scent categories.
Additionally, 46% of participants link specific smells to people they have encountered, and 63% can be transported back to a childhood holiday by a particular scent. Erin Baker, editorial director at Auto Trader, emphasised that people are often drawn to unusual scents because they evoke strong emotions or memories. The ‘new car smell’ is particularly evocative, symbolising joy, pride, and relief upon entering a new vehicle.
In a nod to the top 20 ‘odd’ smells Brits enjoy, the bespoke smelling notes for new cars were revealed for brands like Renault, Ford, Hyundai, Land Rover, Audi, BMW, Vauxhall, and Mercedes Benz. These descriptions aimed to capture the essence of each car brand in a unique and evocative way.
Overall, the study shed light on Brits’ varied and intriguing preferences when it comes to scents, showcasing how smells can evoke memories, influence emotions, and even impact purchasing decisions.