FOR IMMEDIATE RELEASE
Nov. 15, 1999

CONTACT: Ayn Crowly, (515) 981-0439
Lisa Lacher, (515) 271-3119

DRAKE PROF TAKES AROMATHERAPY TO THE OFFICE

As a Drake University marketing professor, Ayn Crowley knows the importance of business sense. Now, her new company sells custom-blended fragrances that enhance productivity - Office Scents.

Office Scents are based on scientific research, says Crowley, professor of marketing at Drake and president of Sensory Design LC.

Professor Crowley has collaborated with two Washington State University professors on a series of studies of the effect of scent in the retail environment. Their research, published in the Journal of Marketing, concluded "The presence or absence of a scent consistently affected evaluations and behaviors." She also has conducted an extensive review of other scientific research, which has shown that scents can:

• Help productivity and accuracy
• Encourage higher goal setting
• Enhance thinking, strategy development
• Increase alpha and beta brain waves
• Make the office environment more pleasant

"Scientists, from biologists to psychologists, have studied the sense of smell and found that scents can affect our perceptions and emotions," Crowley says. "The way we perceive an object, a place, even a person is affected by smell, although we are often not aware of this effect. This fact has been consistently shown in laboratory experiments. Even scents that are not detectable on a conscious level have been found to affect people's brain waves."

Office Scents use a small device that emits a particular scent when you plug it into an electric outlet. One application of Office Scents lasts one to three hours in a medium-sized room. For the car, a different version plugs into a cigarette lighter.
With Office Scents, you can "change the climate" of your workspace, she says. "These scents are specifically tailored to the office environment, and they are designed to create a positive, professional atmosphere. They don't smell like perfume."

The four Office Scents now available are:

• Energy - an upbeat scent made with some of the most activating natural fragrances known, such as lemon, tangerine and orange. "Use Energy any time you want a 'boost' to your energy and productivity," Crowley says.
• Focus - a professional, clean mint scent that's designed to aid concentration and clear thinking. "Use Focus when you have to concentrate for long periods of time, work with numbers or tackle a detailed project," she adds.
• Procrastination - a blend of lemongrass and nutmeg that can help overcome burnout and fatigue. "Procrastination can help you get going and tackle a tough project, helping you persevere and complete the project," she says.
• Negotiation - a fresh fragrance that includes lavender and rosemary is designed to foster cooperation and communication. "Use Negotiation to create a pleasant atmosphere where people can communicate openly and productively," she advises. "I'm cautiously optimistic that even conservative business people will try these products," she says. "I cannot imagine any lawyer not wanting to use the Negotiation scent."

Joe Alber, dean of Drake's College of Business and Public Administration, recently tried the Energy Office Scent in his office. "The aroma was very pleasant. It permeated the room quickly but wasn't overpowering. I found it invigorating," he says. "If music, lighting, color and general office ambiance have an impact on people's work behavior, certainly smell must also play a role as well. I think it's something that businesses will be interested in trying.

New Office Scents are being developed for introduction in 2000, Crowley says. A line of Office Scents cologne will be introduced in a few weeks. All Office Scents are made with concentrated, natural oils from trees, flowers and other plants.

Crowley relied on her expertise as a marketing professor to devise a direct marketing campaign for Office Scents that includes a Web site at www.officescents.com, a toll-free phone number (1-888-712-3711) and scratch-and-sniff advertisements in regional business newspapers.

"It's been fun to take what I teach and actually do it. I'm starting with direct marketing so that I have control and quality control," she says. "I foresee a large portion of sales coming from the Web. I knew I had to have a Web site when I saw my students ordering clothes and books on the Web."

The Office Scents diffuser and a bottle (0.5 fl. oz. or 15 ml.) of a single Office Scent costs $29.95 plus $3.95 shipping. The car diffuser is $14.95 plus $3.95 shipping.