Come the 1st July, the UK’s leading late night entertainment
operator, Luminar Leisure, is set to replace smoke with a new sexy smelling
aroma in an innovative response to the smoking ban.
Months of research including a poll of over 3,000 UK adults looking into the
nation’s favourite smells found that fresh cut grass topped the poll of
favourite smells with 45% of respondents choosing it as one of their top three.
Fresh coffee (45%), the sea (43%) and fresh flowers (35%) come in at a close
2nd, 3rd and 4th.
The fresh, natural favourites revealed in the survey have been combined into
the perfect scent for Luminar’s clubbing clientele, exclusive to their
venues. Inspired by a leading brand fragrance, the bespoke scent called Hydro-Spa
will be pumped into Oceana and Liquid clubs through their air conditioning units
from this month for an enhanced clubbing experience.
The worst smells consumers wanted to sniff in nightclubs were body odour (36%),
smoke (26%), toilets (19%) and stale beer (7%). While clubbers visiting Oceana
and Liquid nightclubs will no longer get the whiff of smoke after the ban comes
into place, the smell of alcohol and body odour would have become more apparent
had it not been for this unique fragrance system.
When asked if they could have any smell in a nightclub more bizarre responses
included scents based on petrol, marmite and tar!
Successful trials of Hydro-Spa have been running in a select number of Luminar
venues over the past few months. For Luminar’s Welsh venues the new system
can’t be implemented fast enough as one thing that has been revealed post
the smoking ban, is the other smells that become more apparent with the blanket
of smoke removed.
The new system is set to be installed into venues in Coventry, Birmingham,
Uxbridge, Kingston-Upon-Thames and St Albans this week. The initiative will
then be rolled out across all Oceana and Liquid nightclubs during July.
Stephen Thomas, Chief Executive of Luminar Leisure said; “While our branded
clubs vary in terms of music policy and target audience, we know that our 350,000
weekly customers are a discerning crowd. We want to offer a full, multi-sensoral
experience to our clubbers. Not only do we provide great sound and a fantastic
visual, but now we are going to add sexy smells. The introduction of this product
will distinguish us from our competitors and guarantee our customers will enjoy
a great night out in a great smelling environment.”
Independent Olfactive Expert, Denise Belcham of Brandscents Ltd comments;
"The Hydro-Spa scent is a deliciously fresh blend of sparkling citrus
and marine notes, crisp fruits and green herbal accents supported by precious
woods and musks. It incorporates notes based on the natural smells found to
be the favourites in Luminar's poll such as fresh cut grass and the ocean.
This fabulous blend makes Hydro-Spa an ideal fresh unisex scent for a club
- creating an ambient aroma instead of the sweat and stale alcohol that will
be uncovered with the smoking ban"
