Olfaction and memory: the power of scent on our brain
Of all the senses humans possess, smell is the one that stimulates memories the most. 75% of those triggered by a scent are emotionally intense, compared to only 35% for visual memories. While often underestimated, the olfactory influence in our daily lives is constantly felt, to the point where it can be brilliantly used in marketing. Discover the secrets of the power of olfaction on the brain, and how to benefit from its effects.
What is olfaction?
Olfaction is defined as the ability, resulting from the complex process involving the nose and the brain, to perceive smells.
The nose contains olfactory sensors. When they detect an odor molecule, it is sent to the limbic system of the brain, an area where emotions and memory are stored.
Unlike other senses, the process of assimilating smells is direct. Scents reach the amygdala and hippocampus, which strengthens the emotional impact felt, while other senses first pass through the thalamus before finally reaching the cortex.
This is why olfactory memories trigger the most vivid recollections, thus enhancing the power of olfaction.
What links underlie the interaction between the brain and olfaction?
The amygdala and hippocampus, whose interaction allows olfactory memories to be stored, are regions of the brain involved in managing emotions and memories. It is therefore not surprising that a simple smell of coffee can unexpectedly bring back a particular morning, a shared moment, or a feeling that we thought was forgotten.
This is a specific aspect of olfactory memories. Certain particular smells, especially those experienced during childhood, transport us to lived moments or specific places. The scent of a pastry, fresh paint, or the aroma carried by a gentle breeze: olfaction, and the memories it generates, has an impressive lifespan, capable of vividly reviving a specific element of our memory, even from our first decade of life.
Olfaction is thus the subject of many studies seeking to better understand the links between memory and smell. One specificity of olfactory memory is not only to revive a happy memory but to inspire the well-being associated with it. A study from Brown University, published in 2005 in the International Journal of Comparative Psychology, shows that pleasant smells can improve mood and productivity at work.
The power of scents on our brain
Olfaction has a significant influence on the brain, with an impact that goes beyond merely reviving memories. Certain scents manage to influence specific emotions and moods. For example, lavender is used to reduce stress, while mint helps revitalize the mind, along with many other fragrances that have different effects on the brain.
Aromatherapy relies on the olfactory properties of essential oils to create a soothing and pleasant atmosphere within a space. Halfway between aromatherapy and perfumery, the fragrances from the Zen & Clean collection by Scentys are designed to help relieve stress, improve productivity, and enhance concentration.
An increasing number of companies across various industries are leveraging the power that olfaction has over the brain. In the hospitality sector, brands add scents to mark the customer experience. Some companies use scent diffusers to strengthen their identity. Thus, the power of perfumes is the foundation of sensory marketing.
Benefit from scentys’ expertise to harness the power of olfaction
Scentys draws on substantial expertise to create and diffuse unique olfactory notes, allowing companies to establish a specific atmosphere according to their wishes. Our patented diffusers, along with carefully crafted perfumes, are valuable tools for any olfactory marketing campaign. We remain at your disposal to assist you in your projects that highlight the power of scents.