Firms turn to fragrance to foster employee unity and brand strategy

An increasing number of companies are turning to fragrance as a way to foster a sense of unity across corporate groups and promote their corporate brand strategy.

By tapping into the sense of smell, which is considered an intuitive and memorable form of sensory stimulation, companies aim to establish a consistent corporate image while creating pleasant workplace environments. Fragrance is also expected to help improve work efficiency.

Mitsubishi UFJ Financial Group has selected a signature scent, dubbed “MUFG Fragrance,” as part of its efforts to create a comfortable workplace and strengthen its brand strategy.

The chosen scent is a refreshing fragrance reminiscent of a forest. It was selected from three finalists based on votes from employees and customers. The company plans to use the fragrance in reception areas and other spaces at its head office building in Tokyo starting in around October, while also considering its use at branches.

Ryota Kikuchi, deputy manager of MUFG Bank’s general affairs department, said the company was encouraged by the response, noting that 90% of those who voted reacted favorably to the fragrance.

MUFG’s new headquarters building, which will house the group’s banking, trust banking and securities operations, is scheduled for completion in 2030. To foster a greater sense of unity, representatives from the group’s companies held extensive discussions during the process of developing the signature fragrance.

NEC, meanwhile, has harnessed its own generative artificial intelligence technology to develop fragrances. After training the AI on information including employees’ behavioral guidelines and images of work areas, the company had a perfumer refine the scents it proposed, resulting in five different aromas.

Employees can keep the fragrances as aroma oils on their desks and choose among them according to the nature of their work that day. The company expects this approach to help improve work efficiency.

In a survey of employees who used the fragrances, about half said their work efficiency had “improved.” Based on these results, NEC is considering developing and selling original fragrances for manufacturers and transportation companies.

Other companies are also exploring the potential of scent. Household products maker S.T. has identified health-oriented workplace management through fragrance as one of its growth areas and is stepping up efforts to develop and provide original aroma oils and other products for local governments and businesses.