In addition to the other metrics of success, the read rate among scented ads was higher than the read rate on all ads.
48% of those who noted the scented ads read most of it, compared to 42% of those who noted all ads.
88% of those who noted the scented ads read any of it, compared to 82% of those who noted all ads.
Clean & Clear's Morning Burst Body Wash scented ad in the April 2011 issue of Teen Vogue had 68% of readers note it, and 21% went on to try the scented paper. The ad had the fifth highest try rate of all scented ads tested between January and April.