Make Your Next Campaign as Fresh as Laundry in a Breeze

Posted Wednesday, August 19, 2020

Make Your Next Campaign as Fresh as Laundry in a Breeze | H&H Graphics

What exactly is the smell that makes someone want to bury their nose in a freshly washed towel that has been line dried in the outdoor air?

It sounds like a question for a poet, or maybe a marketer hawking a new detergent brand, but in fact, it was scientific inquiry that settled the matter, at least in the most literal sense:

“…the smell of line-dried laundry is due to the unique combination of traces of atmospheric hydrocarbons, sunlight and a wet fabric surface. This surface photochemistry is likely to be widespread in the environment on surfaces of natural materials.”

That was the conclusion of researchers at the University of Copenhagen, who decided to get to the bottom of what was so appealing about that fresh laundry smell. They washed a set of cotton Ikea towels in ultra-purified water, hung them in various locations and then sealed them into bags for testing. Their research identified a collection of aldehydes and ketones responsible for the lovely smell that has been inspiring poets and detergent campaigns since long before its source had been decoded.

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Smell Test Project Puts H&H in the Fight Against Covid-19 Infection

Posted Wednesday, August 05, 2020

Smell Test Project Puts H&H in the Fight Against Covid-19 Infection | H&H Graphics

At H&H Graphics we have decades of expertise in the art and science of screen printing with sensory special effects like smell. It's a specialty that has brought a lot of interesting and innovative campaigns through our doors, for some of the world's best known brands.

Screen printing is the most effective process for adding scent to a wide variety of materials. Unlike offset or flexo printing, screen printing is an art that allows for a precise, customized and more concentrated application of scent. It creates clear, identifiable and long-lasting aromas that don't wear off with time.

That, and decades of experience, has put us on the radar of some of the country's leading experts in the science of smell – and smell dysfunction.

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