St Regis creates brand recognition through single scent

Starwood’s St. Regis Hotels and Resorts is introducing a single signature scent that will be featured starting this Fall, at all 34 of the brand’s locations around the world, with scented candles placed in the hotel lobbies, spas and guest rooms and suites. St. Regis is already planning to expand the scent with a room spray that will be available later in the year.

“Caroline’s Four Hundred” is the brand’s first bespoke scent, inspired by the Gilded Age socialite and member of the hotel’s founding family, Caroline Astor. By uniting its varied locations with one scent, the hotel chain will remind consumers that no matter where they are in the world, St. Regis is comfortable and familiar.

Scent nose Carlos Huber of Arquiste took inspiration from the life of Ms. Astor. This connection to the brand’s heritage helps make the scent relevant and connected with the general aesthetic.

Mandarin Oriental and Raffles are among several other luxury hotel chains which have experimented with creating a unique scent for all properties, however, they have gradually given up, leaving the decision to scent or not as well as which scent to each individual property of the respective chains.