The Scent Effect

Fragrance leaves a powerful imprint on the brain. Of all the senses, the sense of smell is the most powerful trigger of emotions and memories.



From a first encounter with a smell, humans begin forming nerve connections intertwining recognition of the scent with nostalgia and behavior. How so? Incoming smells are first processed by the olfactory bulb inside the nose. Smell information is transmitted to the hippocampus and amygdala, key regions of the brain’s limbic system associated with emotions and memory, which in turn, influences how we react to the scent. Other sensory stimuli take longer to leave an impression and are just not as memorable as our sense of smell.

short-term memory retention

We are 100x more likely to remember something we smell than what we see, hear, touch or taste.

1% TOUCH
2% HEAR
5% SEE
15% TASTE
35% SMELL