Chemists at the company Scentisphere created the sweet-smelling newsprint by churning fragrance oil and water in a high-speed mixer. This process breaks down the oil into microscopic particles. A special plastic is then added, which coats the oil particles with a hard shell, “like an M&M or a bubblegum ball,” explains James Berard, CEO of Scentisphere. Heating the mixture dries the tiny capsules into a fine powder that is then mixed into ink.
When readers run their finger over the finished printed ad, they break open the microcapsules, releasing fragrance. According to Carmine Santandrea, chief executive of ScentAndrea, a scent-marketing company in California, scented ads are more likely to draw people's attention and leave a lasting impression. That's because, “Smell is the most powerful of all the senses and creates the longest memories,” she asserts.