It probably surprises no one that the sense of smell is closely linked to memory. People often say that smell creates lasting memories, and that when they catch a scent it can feel like living the event all over again. When you smell something, your brain reacts. Scent and the formation of autobiographical memory have always been intertwined in human existence. Freshly cut grass, the sea breeze, spring trees in blossom, the smell of Christmas cookies or morning coffee: all of these awaken memories of happy moments gone by. Modern psychological and behavioural research shows that scents are more evocative than images when it comes to sensations and being carried to another time and place. Proust and his famous madeleines dipped in tea, a symbol of nostalgia in the novel “In Search of Lost Time”, work not because of the taste but because of the aroma. All it takes is to remove the cap of your children’s glue to travel decades back in time, sitting at a school desk surrounded by classmates. A light waft, and everything passes before your eyes as if it were happening right now. Which scent comes to mind for you at this moment, and what do you associate it with?

How does the sense of smell differ from our other senses?

The answer to this question lies in the structure of our brain. The olfactory system starts in the nose and runs to the brain, processing smells. It is connected directly to the amygdala and the hippocampus, two parts of the human brain that play a key role in emotions and the formation of memory. Visual, auditory and tactile data do not pass through these two regions of the brain, and that is exactly why the sense of smell, more than any other sense, is so important for forming memory and a person’s emotional responses.

Smell and emotions   

The human brain usually links scents with the appearance or personality of a person, a place or an emotional state. When there is an important event or a memorable moment, smell can strongly influence memory, to the point that smelling it again often revives the emotions and feelings you first experienced. Besides being the sense most closely tied to memory, it is also bound to a person’s emotional being. The perfume industry is built around this connection, with specialists developing different scents that aim to evoke different emotions and feelings, from desire, passion and vitality to calm. And when we talk about feelings, we cannot help but mention the attraction between two people. Did you know that every person has their own scent? Studies show that this is exactly what subconsciously helps us choose a partner. Much of the emotional response to smell is probably governed by association. This is confirmed by the fact that different people can perceive the same scent in different ways. Take perfumes, for example. One person may describe a certain perfume as intoxicating, fragrant and impactful, while another may say the same perfume is too strong and off-putting.

Perfume as an accessory

Think of perfume as an accessory that you can wear to suit the season, the occasion or your mood at the moment. The key scents your collection should include are: one for work and every day, one for winter and one for summer, and finally a scent that serves as your personal signature. Discover your favourite fragrance and leave a trail behind you by which everyone will connect with your personality. Here are some suggestions and tips from our team on how to choose a perfume to suit the situation:

1. A scent for a special occasion 

Do not underestimate how a scent can imprint every event firmly in your mind. You know how often the scent we choose for our home is directly tied to a particular season or holiday. This explains the scent of cinnamon and pastries used in autumn and winter, the scents we associate with the cosiness and warmth of Christmas. For special events such as weddings, it is a good idea for the bride and groom to choose scents that suit the venue. Floral perfumes are suitable for outdoor celebrations, elegant halls or even a beach wedding. Here are a few suggestions for women - Dolce & Gabbana L'Imperatrice Givenchy L'Interdit Paco Rabanne Olympea Aqua Of course, we have prepared some for men too - Mancera Soleil d'Italie Armaf Tres Nuit Lyric Trussardi Le Vie Di Milano

2. For formal events

Go for heavier and oriental scents, as they are considerably longer-lasting and linger in the air. The perfume should be as memorable as your outfit. For any elegant winter evening, musk and woody top notes combine with a citrus base to add refinement to outfits and accessories. For summer parties, leather and fresh fruit scents provide an exotic balance. For women - Thierry Mugler Alien Goddess YSL Black Opium Guerlain Epices Exquises For gentlemen - Carolina Herrera Bad Boy Burberry Brit Rhythm Intense Azzaro Chrome

3. Office scents

They should be light and stylish. Delicate scents with fresh fruity or floral notes are recommended. For women - Calvin Klein Beauty Lalique Amethyst Carolina Herrera 212 For men - Armani Acqua Di Gio Van Cleef & Arpels Collection Extraordinaire Santal Blanc Calvin Klein CK One By distributing memories across different, interconnected parts of the human brain, it can awaken memory through any of our sensory channels. A scent often carries us to a completely different place in seconds, almost like magic. Our team will help you choose a fragrance that complements your personality. Remember that a scent is a memory you will be linked to.