The science of smell

Experts in science have long discussed how scent, emotion and memory are intertwined. A sensory experience which triggered a rush of memories often long past and seemingly forgotten until that very moment where a scent is rediscovered and re-aquainted. Like an old friend enveloping you and transporting you back to an experience a place or even a time. In this way the power of scent transcends all of the boundaries that the modern world has to offer and presents a very real and very unique opportunity for business’s.

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Neuroscience makes clear that the human anatomy primarily the brain has a very established connectivity between the structure in the front of the brain known as the olfactory bulb and the limbic system including most importantly the amygdala and the hippocampus which are the regions related to emotion and memory. It is the direct route and speed at which these signals are communicated which cause what are now known as a sensory experience known in the “proustian moment”.

It is this moment which presents an opportunity for business to explore a way to harness the power of this experience. Paris and its fashion houses have a long established relationship of pairing their branding with a fragrance and of course Chanel no 5 is an enigmatic presence . Created as one of 5 perfumes by the fashion house in 1921 it remains an integral part of a Chanel customers memory and experience as well as invoking personal memories along the way, a quantum scrapbook if you like, initiated each time the perfume is used either on a or in a store. Did you ever stop to ponder why every department store welcomes you firstly with its perfume counters? 

Scent branding as its known in marketing is widely used throughout many industries and you may not have even realised it. Increasingly hotels, spas and even gyms are realising the benefits of using fragrance in their lobbies and changing rooms. If you are in the hospitality business it may well be something you should consider. My personal journey has been heavily influenced by fragrances at holistic spas and my association with the sense of peace and well-being that I experienced during this time. I now only need to recreate that fragrance to feel the same feeling of calm. Something which is miraculous and extremely beneficial as a busy and over stimulated first time mum and business owner. 

Events such as anniversaries, baby showers and in particular weddings also benefit from the same opportunity that the “proustian moment” represents and many brides and grooms consider using candles at their wedding not only to create the perfect ambiance but also to retain the memory of that special occasion.

In every day life these experiences are so important and increasingly so where both technology and busy work schedules take over. The ability to light or candle or walk past the bouquet of a fragrance diffuser invites you to have a moment to yourself and gives you space in that busy schedule for self care.

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As the owner and Creatrice of Botany France I have considered this link between the sense of smell and the emotions and memories that it can create and trigger. Each beautiful fragrance an extension of my own personal experience of France and its natural beauty and the memories it holds. As such not only do we offer a collection of curated fragrances for the home but can work in collaboration with businesses and event planners to create both white label products and Botany France Products which compliment your business or project. We are always happy to offer a consultation to discuss your requirements.