The power of scent
Fragrance house Quest says it has discovered the secret behind the human relationship with scent. New research by the company is believed to reveal that some reactions to scent are learned and depend on the cultural traditions of the society in which you are raised while others are 'hard wired' into the human brain so are the same across different populations.
Fragrance house Quest says it has discovered the secret behind the human relationship with scent. New research by the company is believed to reveal that some reactions to scent are learned and depend on the cultural traditions of the society in which you are raised while others are 'hard wired' into the human brain so are the same across different populations.
Quest says its sensory programme has shown that scent can be used to prompt mood by tuning into the individual's sense of smell, making scent a very powerful tool. “The results will be far reaching,” says Quest. “Previous understanding of the benefits of fragrance was based on the traditions of aromatherapy. Now the effect can actually be seen, fragrance becomes a means for manufacturers to communicate with consumers and for consumers to manage how they feel through the products they buy.”
The two-stage research project, directed by Anne Churchill and John Behan, has used assorted tools, ranging from market research to academic research, and including Quest's own tools - Miriad, mood mapping and mood portraits.