Fragrance house

Dejavu

Founded in Alcobendas, Madrid, in 2010 by Marco Mathe after he encountered scent marketing in the United States, Dejavu Brands introduced scent marketing in Spain and developed it into a customized olfactory-branding business. Rather than working from a standard fragrance catalogue, the company creates fragrances and sensory experiences for client brands, linking scent with memory and emotion to reinforce identity and customer experience. Dejavu also developed in-house perfumery, with Elise Dion creating bespoke fragrance proposals from each client’s brief. Its documented work includes a customized olfactory signature for Loewe during the brand’s broader image modernization and a bespoke scent identity for NH Hotels that expanded from a national project to hotels in Belgium, France, Italy, and Mexico. In 2024, Vincci Hotels described a collaboration with Dejavu to create the hotel chain’s characteristic aroma and a related home-fragrance product.