Scent Gets Scientific
You’ve heard of aromatherapy, but have you heard of aromachology? As the wellness category continues to expand, scent is becoming a central focus. Studies show that 75% of our daily emotions are influenced by our sense of smell, so it makes sense that brands are looking to tap into that with aromachology – which looks at why and how certain scents trigger a psychological response – taking an even more instrumental role. “In our data-driven and hyper-visual world, it’s easy to dismiss the ‘primal’ effect that scent can have on our mind and body as just another wellness fad, but new studies and research into the brain-smell connection are changing our understanding,” says Clare Varga, author of WGSN’s Key Trend 2020 Science Of Scent report. “We are seeing a new focus on scents that move beyond mere luxury style statement or primal mate-attractor to become powerful ‘functional fragrances’ that can enhance wellbeing, cognitive performance and even physical health.”
