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"What's that scent you're wearing?""The MacBook Pro fragrance. Don't I smell like an unwrapped package?"If you love the smell of packaging, happen to be an Apple fanatic, or just simply enjoy out of the ordinary packaging news, you're in luck: a new fragrance has been created that mimics the smell of unwrapping an Apple laptop.

Heather Caliendo

April 23, 2012

3 Min Read
Unopened Apple: Artists bottle the aroma of a new MacBook Pro being unwrapped

"What's that scent you're wearing?"

"The MacBook Pro fragrance. Don't I smell like an unwrapped package?"

If you love the smell of packaging, happen to be an Apple fanatic, or just simply enjoy out of the ordinary packaging news, you're in luck: a new fragrance has been created that mimics the smell of unwrapping an Apple laptop.

3174273545_7d480c49bc_o.jpgThe scent encompasses the smell of the plastic wrap covering the box, printed ink on the cardboard, the smell of paper and plastic components within the box and the aluminum laptop, according to Air Aroma, a scent marketing provider.

"A distinctive scent can be observed when unwrapping a newly purchased Apple product from its packaging," according to the company. "Apple fans will certainly recognize this smell." 

A few months ago, a group of Melbourne, Australia-based artists known as Greatest Hits, approached the company seeking assistance with creation of a unique fragrance for their upcoming art exhibition. The aroma requested for the project was the scent of an Apple product being opened for the first time.

"The scent requested by our client was quite unusual so we contacted our fragrance suppliers in the South of France to send over samples of fragrances with the aroma of glue, plastic, rubber and paper," Air Aroma stated. "Air Aroma fragrance designers then used these samples as ingredients to create a range of signature blend fragrances. The blends, each with unique recipes were then tested in the Air Aroma laboratory until a final fragrance was ultimately selected."

To replicate the smell, a brand new unopened Apple was sent to the company's fragrance lab in France. From there, professional perfume makers used the scents they observed unboxing the new Apple computer to source fragrance samples.

Before you get too excited, this fragrance is not yet commercially available; the scent is exclusively for the Greatest Hits artistic exhibition in Melbourne. However, Air Aroma claims they're looking for distributors.

Until then, you might just be stuck with going to an Apple store to get you fill of the aroma of unwrapped Apple products.

What's next? A Dell or Compaq packaging fragrance? Why not an unwrapped TV or washer and dryer?

Jokes aside, Air Aroma believes there is a powerful marketing tool behind scents. The company stated on its website, services-support.jpg"The right scent can subtly prompt consumers to spend more time in retail environments or can be an effective means of drawing people into your store."

"Diffusing an exclusive fragrance at your premises can amplify your brand identity, create the perfect ambiance for your clients, employees and guests, and differentiate your business from your competitors," the company stated.

But as for as wearing an unwrapped Apple product smell on a daily basis, that's not so appealing, at least to me.

What are your thoughts about bottling packaging smells in perfumes?  Could it be a successful marketing ploy?

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