In the quest to combat decline in focus, behavioral scientists have devised various techniques, from mindfulness to cognitive training and lifestyle adjustments. However, an unexpected solution might be right under your nose: perfume. Today, nearly every major fragrance company has a division dedicated to developing scents designed to enhance your mental state, health, or attention span. Gabriela Chelariu, senior perfumer at DSM-Firmenich, a fragrance development house, shares, "One of the most common complaints we hear from consumers about their well-being is a lack of focus, so we decided to explore this issue." Could it be that a clearer mind is just a whiff away? Let's delve deeper into this intriguing concept.
The Power of Fragrance on Focus and Mindfulness
While the notion that a scent can help you accomplish your to-do list might seem far-fetched, there's a scientific basis for this idea. The region of the brain responsible for concentration—the prefrontal cortex—is influenced by scent. Pamela Dalton, co-chair of the postdoctoral training program at the Monell Chemical Senses Center in Philadelphia, explains that the prefrontal cortex helps prioritize tasks, reducing impulsiveness, and integrates information from the olfactory cortex and other brain regions.
Research suggests that specific essential oils, like rosemary, spearmint, and peppermint, can positively impact learning and memory, even enhancing performance on cognitive tasks. Some studies have shown the benefits of these herbal notes, which can be found in Louis Vuitton's wellness fragrance, Pacific Chill, a blend of earthy basil and soft fruity notes, including blackcurrant.
Terpenes, a class of plant molecules found in everything from citrus oils to cannabis, may also enhance your brain's capabilities. Psychologist Avery Gilbert, owner of a fragrance consulting business and author of "What The Nose Knows," notes an increased interest in these scents, which he refers to as "the new wave of aromatherapy." This demand inspired Heretic Parfum founder Douglas Little to create a functional fragrance called The Herbalist in collaboration with cannabis brand Drew Martin. Little describes it as "a celebration of the therapeutic use of plants" that offers an uplifting scent capable of alleviating stress and enhancing focus.
Wellness-Focused Fragrance Development
Beyond aromatherapeutic products, global fragrance companies are now developing comprehensive collections of scents designed to enhance well-being. DSM-Firmenich launched EmotiON in 2018, a program dedicated to creating scents with mind-body benefits. Their latest endeavor, Focus by EmotiCODE, offers a set of patent-pending fragrance design principles aimed at improving concentration and mindfulness.
International Flavors & Fragrances (IFF), renowned for developing perfumes for brands like Giorgio Armani and Tom Ford, introduced a similar initiative in 2021 called Science of Wellness. This program explores various wellness aspects, including mindfulness. Studies have shown that even brief mindfulness meditation sessions can enhance attention span. Using artificial intelligence, IFF perfumers have identified specific ingredient combinations that, when inhaled together, promote mindfulness. You can experience these scents in Vyrao's The Sixth eau de parfum, a collaboration between Vyrao and the Science of Wellness team.
Clarins is one brand that has for years developed treatment fragrances which combine aromatherapy with the art of designer fragrances. Some of their treatment fragrances might help adjust your mood, bringing you aromatherapy benefits.
Can any of these scents help you meet deadlines or resist the urge to check your phone during a movie? The jury's still out, but the potential is promising. Regardless of the outcome, one thing is certain—you'll be enveloped in captivating fragrances that elevate your sensory experience and hence hopefully your well-being.