A rumoured last few days: nightclubs empesteraient sweat away from that cigarette smoke no longer covers the bodily emanations. Diantre! At the origin of this rumor resumption everywhere, an SME which shook heaven and earth to talk about his techniques odorization of… nightclubs and playrooms.

So, commercial opportunism or real problem?

A small nocturnal trip gives an idea. After this surprise to "see" people without the usual halo of smoke, it is true that a very peculiar smell reigns in boxes and dance bars: a mixture of cold tobacco, alcohol and body warmed This… smell is it more or less bearable than tobacco? One thing is sure: the bosses of boxes are on edge. "We do not want to communicate on this subject," said Adi Bahktiar (owner of the Showcase, 287, Milliardaire and planks). "It was already struggling with the smoking ban. We are not going to say that it stinks more in our facilities, "says there to the Star, another Parisian club.

The latter was, however, allowed approached by Olfact'Air, an SME which proposes perfume nightclubs. Several fragrances were sent, that the Star will be tested.

But perfuming a place, it is taking the risk that the new smell inconvenient to turn customers. That is the limit of olfactory marketing: propose a smell that appeals to everybody.

It's impossible to do because the smell is not a sense like the others, Annick The Guérer tranche, an anthropologist and expert on odor (see below). Olfactory Tastes vary from one person to another and are directly related to our personal history, our emotions. "Meanwhile, put perfume everywhere seem more convenient than to change carpets, drapes and fabrics where the smell of tobacco was embedded.