European Stars And Stripes (Newspaper) - August 9, 1988, Darmstadt, Hesse                                Finding new ways to make smell sell by Michael Decourcy Hinds new York times it May not be Good shopping manners to Standin the supermarket and sniff the packages. But i America s marketing experts have anything to layabout it that s what people will be doing. Smell Sells and new ways of marketing it Are being devised. Advertisers in the United states have loaded magazines with perfume leather and chocolate fragrances. Now makers of packaged goods Are bringing fragrances to the marketplace. Procter & Gamble for example is test marketing a scratch and sniff sticker for gain detergent. Gain contains a synthetic fragrance to make clothes smell Sun dried and the company wants to make sure shoppers take a whiff. We Hope it gets people to pick the Box up and smell it said Peter Nalen a spokesman for Procter & Gamble in Cincinnati. And then buy  still ahead plastic containers with the scent of the product inside. International flavors and fragrances in new York the world s largest supplier of flavors and fragrances expects major growth. European companies Are already scenting packaging. Frank p. Davis a vice president said it s just a matter of time before it comes to the american  in an age of tamper proof seals scented packaging May make it easier for shoppers to compare shampoos or mouthwashes. But the compelling thing about smell from a marketing perspective is that for physiological reasons fragrances Are extraordinarily memorable and evocative. Odor is also inescapable you can t close your nose and technology makes it easy to transmit. Rolls Royce put the Aroma of its leather upholstery on a scent strip in architectural digest last july and now 3 million readers know what $150,000 smells like. Some people worry about nasal bombardment. One More assault on our senses will Lead to a diminution of our sensory awareness said Howard Kogan a psychoanalyst in new York. My nose is already out of  Magazine readers have been grumbling about the particularly intense perfume campaigns of recent issues. But others Are exhilarated by the potential. Some of that stems from the revival of interest in Folk Medicine. It has Long been thought that Lavender for example is soothing and that Peppermint is stimulating. Now the non profit fragrance research fund in new York is sponsoring seven clinical studies and so far Early results suggest that fragrance affects sleep and anxiety said Annette Green the administrator of the research fund and the executive director of the fragrance foundation both in new York. She and her researchers Are intrigued by the mood altering possibilities of doors and what this might mean for say household cleaners. Does the consumer want a product with invigorating Aromas to relieve the tedium of the Job or would they prefer a relaxing Aroma sceptics May turn up their noses but there is no question that the human smelling apparatus has a lot to offer the Basic process of shopping. Man has t relied on his sense of smell for Hunting and gathering for several thousand years but it still Means a great Deal to him said Harry l. Shapiro the chairman emeritus of the department of anthropology at the american museum of natural history in new York. In humans smell has pre Eminence among the senses. The olfactory system fires messages to the brain faster than the nerves that transmit sight sound or touch. And unlike All other nerve cells that Wear out and die olfactory receptors replace themselves every 30 Days said or. Susan s. Schiffman a professor of medical psychology at the Duke medical school in Durham . Most companies in the highly competitive world of consumer products Are unwilling to discuss their plans for fragrance based marketing. But Andrew d. Fraser a marketing manager at the Minnesota mining and manufacturing co. In Minneapolis predicts that odor promotions will capture supermarket aisles As quickly As they did Magazine pages. In just five years the use of scent strips went from nearly Zero to More than 1 billion a year. The 3m co. Is a Pioneer of microencapsulation used in the strips to trap fragrance in millions of tiny pockets. Technology has More to offer than scent strips. The International flavors and fragrances factory in Hazlet n.j., makes scented plastic for everything from attache cases to shampoo bottles. It has a Library of 1,000 compounds that mimic such scents As food herbs and Rainy Days. Among its achievements a plastic Frisbee that smells like a pizza. As with other types of marketing segmentation is the next step. When people smoke become pregnant or grow old their sense of smell changes. Avery n. Gilbert a psychologist at the Monell chemical senses Center a non profit organization in Philadelphia that researches taste and smell said companies have been focusing on the average nose. The future will be focusing on specific types of noses and the people behind  looking for a household cleaner with an invigorating Aroma for an older Man of that s in the next aisle. Coping with lost airline Luggage by Leonard Sloane new York times travellers Are carrying less Luggage Ontai planes in the United states this summer and probably worrying  have Long been dubious about airlines abilities to produce checked bags at the end of a flight. But now because of new regulations travellers must hand Over More Luggage and Hope they Don t join the 2.4 million people who complained to the transportation department in the past nine months about lost delayed damaged and pilfered Luggage. The complaints amount to 8.3 for every 1,000 passengers. Herta Prechtl an executive of weight watchers was one such statistic. When she and three associates flew from Boston to new York earlier this year they checked their Luggage but waited in vain at the baggage Carousel. I was furious exasperated and completely frustrated she said. Now for Short flights i Only take  for vacation travel however the carry on option May no longer solve the problem. On Jan. 1, the Federal aviation administration ruled that a passenger May take Only two bags of modest size on Board. The Rule is not uniformly enforced. We make the decision flight by flight said Dick Cozzi a managing director of pan american world airways. It depends on How full the plane is he said and in first class and Clipper business class we generally can accept  nevertheless for the first time in years american travellers cannot assume they will be Able to persuade someone at the Gate to allow things like camping gear in the Cabin. Mouth Ubu mkt to take Ken an tags. Of our special   now fax we Btu Vou to try with us  Hunt of our f1? of Shes program Moys that 7. 6et a tree tu6ht an a each a Ash not Stu nub be cd Mug any 8 warm us today one. My Kwh to mjouu3you uketfltbw9to go us. When you make reservations ask the airline specifically what the carry on limitations Are said Christopher Witkowski of the aviation consumer action project in Washington. Most allow at least a briefcase and one suitcase or garment bag whose Overall dimensions add up to no More than 45 inches but standards vary. Some Luggage stores and manufacturers will also provide the information. Samsonite for example is planning to give the airlines size limits on display tags on its Ultra Valet bag. For the Luggage you Check Mary o Neill of american airlines offers some Standard advice make sure it is durable has a sturdy lock and is not Over packed Label it inside and outside with name address and phone number carry a list of the contents pay attention when destination tags Are affixed and be sure you have All your claim checks. If a bag does t show up go immediately to the baggage service desk in the arrivals area and file a claim. You will be asked to describe the bag and its contents and you will be Given a file number to refer to during the search which can take weeks. Most airlines will pay $25 to $30 a Day for emergency expenses although Eastern air lines has just Cut Back its payments. If you Don t have a Homeowner s policy with adequate away from Home coverage you May want tuesday August 9, 1988 baggage insurance. Policies Are available through travel agents and at Airport kiosks. The Mutual of Omaha policy for example covers losses up to $1,000 for one to three Days for a Premium of $14 and losses up to $3,000 for 14 Days for $77.50. It will also reimburse for up to $100 in emergency items but not until a claim and documentation have been filed. If you buy tickets with a credit card you May have automatic baggage insurance. For instance american express card holders spouses and children get up to $500 coverage for the loss of checked Luggage and up to $1,250 for carry on Luggage. By purchasing baggage delay insurance from the company for $4.75 a person you can receive up to $200 for replacement purchases As Long As you can provide receipts and proof of when the baggage finally arrived. Insurance companies normally wait to compensate you until after you Settle with the airline. You cannot get More than you lost and the Carrier has prime responsibility before outside coverage takes effect. Most airlines maximum obligation is $1,250 for each Domestic passenger and under the Warsaw convention about $635 a bag for foreign travel. Some pay More in the form of travel vouchers for their flights. And some sell insurance for coverage beyond their own maximum obligations. The stars and stripes Page 15