The Perfume Shop is supporting Alzheimer's Research UK with its annual Memories Matter campaign, exploring the connection between scent and memory in a bid to increase awareness and raise funds.
Between 16–24 May, scent memories and photos shared on Twitter with @theperfumeshop and the hashtag #memoriesmatter will be matched with a £1 donation to dementia research. Customers will also be offered a £1 optional gift wrap donation in-store and will be given the option of donating £2 by texting DEFEAT to 70099.
Last year the campaign rasied £62,000 for the charity. Michelle D'vaz, Brand and Marketing Manager at The Perfume Shop said: "Research has shown that scent can play a crucial role in facilitating memories, more so than other stimuli such as pictures and music, and we are delighted to be able to support Alzheimer's Research UK in helping to raise vital funds to help fight this heart breaking disease and continue to support world-class scientists in fighting to defeat dementia."
Recent research has revealed that losing the sense of smell is an early effect of diseases such as Alzheimer's. Ian Wilson, Director of Alzheimer's Research UK said: "Our research is driven towards improving diagnosis and detection, as well as developing the next generation of treatments for dementia that bring benefits to hundreds of thousands of lives blighted by the condition, so the support of The Perfume Shop and its customers could not be more important."
