Revolutionise your sense of smell

How it was invented
How it works
The 'television' of the 21st century

Until now, online communication involved only three of our senses-hearing, touch, and sight. Soon it will involve a fourth, as new technology is being developed to appeal to our sense of smell. DigiScents, an interactive media company, is creating iSmell Digital Scent Technology, a new software which will enable scents to be broadcast from the Web.

The "Savor the World" tagline illustrates the California-based company's aims to tap into the power of scent as a communication tool. "DigiScents combines the power of science with the fact that the sense of smell is as powerful an emotional trigger as any other sense," the Web site states.

This new technology will make it possible to send and receive scented e-mails and to add scent elements to Web sites, to name just a few of its applications.

How it was invented

Founders Dexster Smith and Joel Lloyd Bellenson, experts in bioinformatics and genomics, came up with the idea for the company while they were on South Beach. Using their scientific knowledge, they indexed and analyzed natural smells said to be common to South Beach such as flowers, salt water, and suntan lotion.

How it works

"We digitize and broadcast scent over the Internet and analyze the molecular structure and sensory perception of an odor and software-code it," says David Libby, director of public relations. "The iSmell is a peripheral that is the size of an electronic pencil sharpener; it connects to a USB port. Its scent cartridge would be like a color printer cartridge but with 128 scent elements to combine," he continues.

These elements will combine to make thousands of scent combinations. "Humans detect around 10,000 smells in their lifetimes. We're going to create the primaries of smell," says Mr Libby, adding that suntan lotion and popcorn will be two of the first aromas they'll simulate.

DigiScents' technology will be used to add a new dimension to e-commerce and entertainment technology: adding scent to movies, online advertising and interactive games are just a few of the possibilities. "Online greeting cards will be one of our first big plays. There is a big market for that," says Mr Libby. He adds that selling flowers and custom-blended fragrances online are two additional e-businesses the technology could enhance.

The company's product line (or "Product Sweet" as it is called on the Web site), will include: The Personal Scent Synthesizer, a computer peripheral device that emits fragrances to enhance multimedia experiences; Scent Stream software, which drives the operation of the iSmell in coordination with various media; The Scent Registry, a digital index of scents that the company will license to developers to integrate into games, Web sites, advertisements, movies, and music; and Scent Tracks which will accompany movies and music. The company is also creating a Snortal, a first-of-its kind Internet site on which people can create scented e-mail and their own custom scents. Beta testing is currently under way, and final products will be released in fall 2000.

"DigiScents combines the power of science with the sense of smell"

In addition to enhancing e-commerce and advertising ventures, Mr Libby explains that scent could be used "if you [PR] want to communicate a feeling, the 'personableness' of a communication," to receivers with the iSmell peripheral. "If you were doing a travel promotion, you could bring the scent of suntan lotion to (media); it brings more realism - makes it more passionate."

With DigiScents technology, you can enjoy many lifelike experiences, including:

· Interactive games and online entertainment

· Scented e-mail

· Personal aromatherapy tracks while at the office

· Ability to smell groceries, cosmetics and home care products
before purchasing online

· Fragrant web site

The 'television' of the 21st century

Promoting this unprecedented technology is an exciting challenge for Mr Libby. "The challenge for a PR person is that we're inventing the 'television' of the 21st century. It's a new opportunity to create an industry and new art form through the Internet," he says. Mr Libby, whose background was formerly in entertainment PR, was led to high-tech PR by his interest in new technologies. He encourages "anyone getting into a field they were never in before: get into it, it's very fulfilling to get with a product and show people how it works and how it can help them."

Visit their Web site at www.digiscents.com and sign up for First Whiff to be among the first to experience scented digital technology.

© Copyright 2001. Galt Western Personnel Ltd. Unless otherwise specified, you may reprint this article, quote from it, use it in research or projects, duplicate it or distribute it. Credit of authorship and source MUST be given to galtglobalreview.com. Ownership of Copyright remains with Galt Western Personnel Ltd.

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