Trends in the News – Week of November 10th 2021

What Can Covid-19 Teach Us About the Mysteries of Smell?–The New York Times
COVID-19’s strangest symptom–losing one’s sense of smell–has opened up new doors to understanding our most neglected sense. If you want to understand our long cultural history that has denigrated the importance of the sense of smell and the mounting research on how smell is a “startling” and complex superpower–read this article! It covers so much: from how the human smell system involves 400 receptors that can detect as many as a trillion smells; how unlike sight, which needs to pass through various parts of our brains to reach our memory or emotion centers, smell has a uniquely direct pathway; and how our olfactory receptors are even closely tied to our immune systems, alerting tissues when there are pathogens nearby.

Functional Fragrance: Scent Is Being Elevated as a Channel for Health & Wellbeing–Wunderman Thompson  
The pandemic has brought a heightened focus on the link between olfaction and wellbeing. Doctors are prescribing smell training (“physical therapy for your nose”) to COVID-19 patients experiencing a loss of smell. Brands are harnessing functional fragrance to lift our moods and reduce our anxiety. For instance, Rochas’ new scent “Girl” positions itself as the “first 100% feel-good perfume”, a natural, vegan formula formulated to relax wearers.    

These perfumes will make you more creative–Financial Times
For the last 40 years, perfume was all about sex and attraction, but innovators are reimagining scent’s power in self-discovery, personal creativity, and expanding the mind and trying out new ideas. DS & Durga’s fragrance encapsulates “all that we love in music, art, nature and design”; cult brand Escentric Molecules’ “Beautiful Mind” series is inspired by dance and writing; and Aesop’s new perfume line “Othertopias” was specifically designed to incite dreaming.