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Business trends

Why scent marketing is in the air at Singapore hotels, stores

The Fullerton, Ion Orchard try signature scents to keep customers coming back

The reed diffuser of The Fullerton scent might be available at the hotel's retail store in the future. (Photo by Mayuko Tani)

SINGAPORE -- As she walked into the hotel lobby on her business trip to Singapore, a British finance industry executive received an invisible welcome from a blend of fragrances including white jasmine.

"I noticed the scent immediately when I came into the hotel," said the guest at The Fullerton Bay Hotel Singapore, a five-star lodging near the city-state's financial district. "It's fresh and very nice."

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