Why Darling Homes Smell That Way

WHY DARLING HOMES SMELL THAT WAY ScentAir ScentWaveJust where does that Houston new-home smell come from? The cookies the sales agent baked in the oven just before you arrived? The formaldehyde holding together the OSB and MDF? The VOC-laden paints and finishes still off-gassing indoors? An errant breeze from the Ship Channel? Well, sure, but also, it turns out, from liquid aroma cartridges squirted out by the motion-detector-equipped ScentWave (pictured above right), which shoots out a “clean and crisp . . . sweet floral” aroma to woo potential buyers and passersby who’ve stopped to sniff out a model home display. Reps of Texas’s Darling Homes, now owned by Taylor Morrison, install the ScentWave wafting device strategically in every one of the company’s model homes. The exclusive sign-here-now fragrance the homebuilder employs was whipped up for that purpose by the ScentWave’s distributor, a North Carolina company named ScentAir. That Darling Homes scent isn’t available for purchase, reports the HBJ‘s Paul Takahashi, but the ScentAir website lists a matrix of “euphoric, invigorating, restoring, refreshing, relaxing, or restoring” olfactory options (from a total 1,600 available off-the-shelf) to “blow your customer’s nose’s mind.” [Houston Business Journal; ScentAir] Photo of ScentWave: ScentAir

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