How fragrances affect emotions
The link between fragrances and emotions is explained by the fact that our sense of smell is connected to the brain's limbic system, which plays a key role in regulating emotions and memories. Now you will now understand why your perfume helps you feel good when you have an important date, even more confident, and why the scent is the protagonist of many of your best memories.
Fragrances and emotions, a scientific question that would not be the same without creativity
The emotional reactions we feel when smelling a fragrance occur thanks to the perfume molecules we inhale through our nostrils, which activate olfactory receptors that send signals to the brain. And that's all the science there is to it, because, in the world of perfumery, for this magical process to take place, the creativity of the perfumer must come into play. They are capable of combining a selection of olfactory ingredients that evoke different sensations: the sea breeze, a damp forest, a delicious dessert, or a bouquet of freshly cut flowers.
If we look back at the history of perfumery, we find olfactory trends that speak of an era. For example, perfumer Rodrigo Flores-Roux explains that the fragrances launched in France between 1945 and 1947 smell very green and fresh because they express the desire to live in a better time, "a new spring," in his own words. Something similar has happened after the pandemic, with numerous perfume launches combining citric notes and white flowers, seeking to convey calmness and serenity.
An example of fragrances designed to promote well-being can be found in Clarins' treatment waters, formulated with a high concentration of plant-based ingredients selected for their aromatherapeutic powers. Since the launch of Eau Dynamisante in 1987, an invigorating fragrance with a therapeutic action that uplifts the mood, the brand has expanded the collection to include three more fragrances (Eau Ressourçante, Eau des Jardins, and Eau Extraordinaire), all created to alleviate stress and relax the body and mind.
Currently, fragrance labs are deeply involved in studying fragrances from a neuroscience perspective with the goal of creating new perfumes that enhance our well-being. Soon, we will enjoy new biotechnological ingredients that will bring unprecedented nuances to the olfactory compositions crafted by perfumers.
Chemical communication between people and the latest trends in perfumery
It might seem that the sense of smell is less important compared to sight and hearing, but our nose is crucial for human survival and essential for social relationships.
Professor of Neurobiology at the Department of Brain Sciences of the Weizmann Institute of Science, Sam Sobel, proposes an olfactory game: "Which would you prefer: a partner who looks like a Greek god but smells like a sewer, or an ordinary-looking person who smells godly?" Social conventions may have forced us to suppress the impulses transmitted by the sense of smell, but it plays a key role in how we relate to others. In fact, neuroscientist Laura López-Mascaraque explains that the sense of smell is processed directly in the emotional brain without any filters, producing immediate emotions without rationalization.
Smelling good is fundamental for 79% of people who responded to a survey conducted by Kantar in Spain. This study by the consulting firm highlights that smell plays a crucial role in social interaction: it identifies us, conveys sensations, and influences how other people relate to us.
How do fragrance brands translate their knowledge about people's relationship with perfume? The latest olfactory trends reveal the prevalence of soft, joyful, and subtly gustatory notes chosen to put us in a good mood.
White flowers, tea accords, ginger, and sweet liquor-like notes take center stage in some of the new releases that reach the world of perfumery, connecting memories and emotions to generate positive sensations. They help us face our daily lives with greater pleasure and serenity.