Impressions - March 2014 - 14

DuraScent Inks Showcased
at ISS Long Beach
Curious to see how scent and sensory marketing motivates people, Patrick
Watson, inventor, global marketing rep
for DuraScent, approached Glen Ellyn, Ill.-based M&R to see if the company would run DuraScent inks at the
recent Imprinted Sportwear Shows
(ISS) event in Long Beach, Calif.
Taking Watson up on the idea, M&R
developed chocolate-themed art for a
T-shirt that would feature DuraScent
chocolate-scented inks. Throughout
the entire event, M&R printed the
sweet-smelling shirts on its Sportsman
screen printing machines.
"The goal was just to see how scent
does make people react and to have
some fun with the attendees," Watson
says. "Everyone wanted to know where
the scrumptious chocolate scent was
coming from and was honestly shocked
and delighted to ﬁnd it lofting from
DuraScent. So many people shared stories how scent has impacted their lives
through instant memories when particular scents are realized."
Since the show, Watson has been
working on multiple leads, including
an exclusive contract with LifeStyle

Australia, one of Australia
and New Zealand's largest
screen printers, as well as
NDesigns Screen Printing,
which brought an inquiry
from Hooter's for a wingscented T-shirt.
"As for the product, all
I can say is that DuraScent
tees have been the topselling T-shirts for D-Lab
in the World of Coca-Cola
retail stores for the past ﬁve
years," says a spokesperson
for D-Lab Screen Printing,
Ball Ground, Ga. "Once
the product is on the retail
shelf, it just works."
DuraScent comes in 20
stock and more than 100 special-order
fragrances. This clear high-density ink is
used as a last-down overlay on part of
or the entire existing graphic. It is not
a "scratch-and-sniff," but a "sniff-andsniff," offering a slow, continuous release
of scent, according to the company. It is
phthalate-free and is manufactured by
PolyOne. For more information, visit
durascentshop.com. - L.M.

M&R printed this "sweet" design
featuring DuraScent's chocolate-scented
inks during ISS Long Beach.

Surf Expo, ISS Announce
Co-Location in Orlando
ISS will co-locate its Orlando show, to be held Sept. 4-6,
with newly acquired Surf Expo.

Emerald Expositions LLC, San Juan
Capistrano, Calif., recently announced
that it will co-locate its Imprinted Sportswear Shows (ISS) event in Orlando, Fla.,

Impressions | March 2014

with its newly acquired entity, the upcoming Surf Expo, to be held Sept. 4-6 at
the Orange County Convention Center.
Surf Expo is the largest and longestrunning sports and beach/resort lifestyle
trade show in the world, according to
the company. Last year, its September
event attracted the largest attendance in
its 38-year history.
"We are excited to be co-locating
with ISS this September," says Roy
Turner, show director for Surf Expo. "For

years, T-shirts have been a mainstay in
the product offerings of our exhibitors
and attendees. From souvenir and resort
to board sports, imprinted sportswear
has been and continues to be the backbone of brand identity."
Show badges will enable attendees
to enter both show ﬂoors with no additional cost.
For more information, please visit
issshows.com or surfexpo.com.
- L.M.

impressionsmag.com

http://www.durascentshop.com http://www.issshows.com http://www.issshows.com http://www.surfexpo.com http://www.impressionsmag.com

Impressions - March 2014

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