Olfactory marketing has been used for years in the world of fragrances and retail, but it is not as common for insurance companies. With consumers constantly bombarded with advertising and content, marketing experts are looking for ways to stand out and attract the attention of the public and scent may greatly help. In 2019, Liberty Mutual, the third largest insurance company in the United States, adopted the power of olfactory marketing to bring customers closer to the exact time they try a new car, connecting their brand when buying a new vehicle, a time that is undoubtedly more engaging than when buying insurance. We are happy to announce that another insurance company has approached olfactory branding. Italy's Unipol is starting to release its own personalised scent within its branches to create a welcoming atmosphere and a sense of trust in its policyholders, while transmitting brand consistency across regions and territories.