The Magic of Fragrances: Eliciting Festive Feelings
Unleashing the power of scents: They possess the extraordinary ability to shape our emotions, whisk us away to distant realms, or instantly trigger cherished memories
The power of our sense of smell can instantly change our mood, transport us to a different time or place, and trigger memories. This is especially true during the holiday season, when the air is filled with nostalgic and festive scents that evoke a sense of warmth and longing.
Someone renowned for encapsulating the essence of Christmas in a fragrance is Jo Malone, the perfumer and creator of her second fragrance line Jo Loves, which was launched in 2011 following the sale of her original fragrance brand Jo Malone to Estée Lauder.
Perfumer Jo Malone uses fragrance to capture her favorite memories.
Jo Loves
Malone expressed, "Fragrance truly captures the spirit of the holiday season." Her festive fragrance collection, including scents like Plum Pudding, is rooted in her personal memories, making them relatable to everyone. "The aroma of crackling log fires, the tempting scent of roasted chestnuts, or the fresh pine fragrance of a real Christmas tree instantly bring a sense of warmth and anticipation," Malone emphasized in a CNN interview.
Every year, "Christmas Trees," a bestseller from Jo Loves, is reimagined with the classic notes of pine, lavender, amber, and incense. In addition to the revival of other classics, new scents inspired by traditional aromas are also introduced to the collection. This essential feature is found within the exhibition reframing beauty.
Malone expressed, "The new Gingerbread scent we introduced this year takes me back to Christmas morning, baking with my family. Capturing my favorite festive scents in fragrances helps me hold onto the special memories of spending time with loved ones during Christmas."
Why scents are so evocative
Statista, a data research company, has forecasted that the worldwide revenue from fragrances will surge to more than $64 billion by 2028, with prestige fragrances identified as the most lucrative segment of the industry.
As a foul smell might make you cringe and flee, a delightful fragrance entices you to staywhether in a store, eatery, or at home, which is especially relevant during the festive season.
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The smell of a log fire is a particular favorite in the home fragrance sector around the holiday season.
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Azzi Glasser, perfumer designer and founder of The Perfumers Story, believes that festive season scents should exude warmth and comfort while maintaining sophistication and quality. Having co-founded Agent Provocateur fragrance and crafted bespoke scents for Hollywood stars, Glasser's expertise is unmatched.
Her "Smoked Wood" candle, a blend of vetiver, sandalwood, cedarwood, and frankincense, is a testament to her skill in creating scents that evoke cozy winter evenings. According to Glasser, scents have the power to transport us back to comforting memories in a visceral and powerful way.
The intimate connection between smell, memories, and emotions may be due to the close proximity of the processes involved.
Duncan Boak, CEO and founder of Fifth Sense, a UK-based charity for those affected by smell and taste disorders, explains that when receptor cells in our nasal cavity detect a smell, they send signals to the olfactory bulb. The olfactory bulb processes the signals and sends information about the smell to the limbic system in the brain. This system, which includes the amygdala, hippocampus, and thalamus, plays a crucial role in regulating mood, memory, behavior, and emotion, and is often considered the most basic part of the brain.
The sense of smell is strongly connected to our episodic memory, which holds long-term memories of events from a personal perspective. This might clarify why certain scents evoke such strong emotions. It's not just the heightened senses during the holiday season with its captivating scents of crackling fires, mulled wine, and mince pies, but the memories they trigger.
According to Lisa Hipgrave, the Director of IFRA UK and Head of Fragrance at Diem, Christmas is a highly significant and emotional time for many people. It is a time typically spent with loved ones and centered around appreciating the most important things in life. She also noted that scents can evoke strong emotions and that people often associate certain smells with the happiness and warmth of the festive season.
