The Aroma Company – a small but growing company who develop aromas and aroma-dispensing devices – asked Goodwin to turn a clever idea into a profitable reality. They realised that aromas can be used to make customers identify with products, and thus boost sales.

Goodwin's task was to devise a way of enabling consumers to receive a sample aroma of a specific brand at the point of sale. Detailed research with both brand manufacturers and retailers made it clear that the device had to be maintenance free, low cost and take up minimal shelf space.

Linking up with Goodwin is one of the most dynamic transforming things that happened to us

The ingenious solution was Poparoma: a set of moulded plastic bellows containing an inert granule impregnated with the scent of the product on sale. A simple press of the bellows delivers a dose of scent to the consumer. The bellows latch onto a moulding which can be attached to the shelf front. The moulding can also carry brand details and price information.

Poparoma was an instant hit when launched and helped The Aroma Company grow by 300% in just four months. It won substantial orders from brands such as Johnson & Johnson, Elida Faberge, and many others. Goodwin sourced the tooling and moulding for Poparoma, saving The Aroma Company thousands of pounds – invaluable in new product development, especially for smaller companies. Simon Harrop, Managing Director of the Aroma Company, was delighted: “Linking up with Goodwin is one of the most dynamic, transforming things that ever happened to us.”

The latest development by Goodwin is Minipop – a scent dispenser designed to be brand specific. Echoing the shape of the product's bottle or carton, Minipop not only delivers the product's aroma but also reinforces the brand image. Minipop was launched in 2003 and is now being used to promote everything from soap powder to alcopops.