Scent marketing for positioning

Law firms embrace scent marketing to drive expansion: Ontier, CMS Albiñana & Suárez de Lezo and Eversheds Sutherland are leading the trend

Image: José María Méndez-Castrillón, external and internal communications manager at CMS Albiñana & Suárez de Lezo; Elena Rodriguez Diez, marketing and communication director at Eversheds Sutherland and José Miguel Abat, director of communication and institutional relations at Ontier.

by julia gil

In the competitive dynamics of the legal market, law firms have recognized the importance of having specialized marketing and strategic communication departments. Over the years, these departments have experienced significant growth, reflected in the allocation of increasingly substantial resources. According to data compiled by institutions such as the Spanish Marketing Association, there has been a steady increase in marketing and communication investment worldwide.

In summary, marketing for law firms requires a combination of online and offline strategies to attract and retain clients in an increasingly competitive market. It is important to adapt these strategies to the specific needs and characteristics of the firm and its target audience.

This is why a new practice has recently emerged in the legal marketing arena: olfactory marketing. Recognizing the power of the senses in the client experience, leading law firms such as Ontier, CMS Albiñana & Suárez de Lezo and Eversheds Sutherland have begun to collaborate with this innovative technique. From the perspective of these firms, they believe that the use of specific aromas in their offices not only creates a pleasant environment for clients, but also reinforces their identity and positioning as a reference in the country.


CMS Albiñana & Suárez de Lezo commissioned the adaptation of its fragrance to the format of a scented candle as a gift for its clients. In addition to this type of detail, they have a special fragrance created to achieve that “unique effect due to the exclusivity of the scent and that makes them connect with our brand within a global set of actions,” explained José María Méndez-Castrillón, the firm’s external and internal communications manager. All its spaces, including the meeting rooms and the auditorium, have this characteristic scent.

As part of their strategy they have been able, over time, to see the impact that this olfactory marketing has on their clients and the connection they generate with them. According to Jose Maria, when they enter their offices, “one of the first things we perceive is that they reconnect with those scents that respond to our olfactory marketing strategy aligned with our brand values.”

From Eversheds Sutherland, a premium holiday gift pack was created, which included their custom fragrance. “We have shown that innovation is not limited to the legal field ─ explained Elena Rodriguez Diez, marketing and communication director─ and our focus on olfactory marketing has made a tangible difference in the customer experience.”


Julia Gil