Sit behind the wheel and take a deep breath. Ah, that new-car smell, right? It’s a scent so desired that it comes in bottles and air fresheners, all to help drivers recapture those first few months of new-car ownership. But what exactly is traveling into our noses from all those various automotive plastics, leathers, carpets, and seat cushions, and why do we like it so much? We like it, in part, because of what it signifies.
“What’s really interesting about the smell of anything new … there’s often a sense of pride and accomplishment,” said Dawn Goldworm, who runs 12.29, a scent-based branding and marketing company in New York City. Along with her sister Samantha, Dawn Goldworm works with top fashion houses, five-star hotels, and an A-list clientele of automotive brands to help them figure out what their brands should smell like.
Their work includes