Of all the things that stood out at Prabal Gurung’s show last year - the clear plastic curtain, the satiny pencil skirts, the mannequinlike models - fashion editors still recall the one thing they could not see: the smell. The runway show, which took place at the Skylight at Moynihan Station, was scented with a syrupy sweet perfume, which had some in the front row holding their noses.

— A rundown on the scented runways of Fashion Week, at the New York Times: A Generous Spritz to Set the Mood.

The changing rooms look like cabanas, beach sounds waft from the speaker system, and the imaging machine is disguised as a giant sand castle. The piece de resistance? The place is perfumed with Ocean Breeze, a scent meant to evoke a seaside vacation.

— Florida Hospital Celebration Health tries to make your MRI more enjoyable; from The New Muzak: Scent Marketing, at Smart Money.

A unique new advert is set to make commuters' mouths water as it replaces the usual bus shelter aroma with the scent of freshly cooked jacket potatoes.

Commuters waiting for buses in York, Manchester, London, Nottingham and Glasgow will be able to experience the 3D adverts for McCain Ready Baked Jackets.

— From Jacket potato ad smells of success at Yahoo.

Semoff says that a study run by Nike showed that adding scents to their stores increased intent to purchase by 80 per cent, while in another experiment at a petrol station with a mini-mart attached to it, pumping around the smell of coffee saw purchases of the drink increase by 300 per cent. "Numbers are pretty outrageous," he says.

— That's Steven Semoff, of the Scent Marketing Institute. Read more at The smell of commerce: How companies use scents to sell their products at the Independent.