We breathe around 23,000 times a day, and with every breath we smell things in our surroundings, even when shopping or using the products we buy. To what extent are consumers affected by scent? In my talk I will provide insight into the usage of odors in marketing, explaining the effects of scents on well-being, on appraising and perceiving products, and on memory. In journeying through this invisible world I present an assortment of scent applications and interesting research findings.