WWD.com/beauty-industry-news/fragrance/givaudan-creates-fragrant-memories-for-the-ill-6962596/

PARIS — Givaudan has teamed with JWT Singapore to create “Smell A Memory” kits, employing scent to evoke emotional memories in some Singapore-based patients with Alzheimer’s and other dementias.

The kits are created according to each patient’s family history, age, ethnicity and personal story. Tailor-made smells created by Givaudan perfumers Anne-Sylvie Selezneff and Hee-Sooh Oh include Bedtime Stories and Mom’s Cooking. In conceiving the scents, they worked with the medical staff at Soo’s Nursing Home and other care facilities in Singapore.

“Our sense of smell is one of our most visceral instincts; it has an instant and powerful connection to memories, especially emotional ones,” said Juhi Kali, executive creator at the advertising agency JWT Singapore. “We thought, ‘What if we can use smell to evoke memories and emotions in these patients?’ The idea was to evoke emotional memories, not just factual ones.”

While aromas have been used to alter moods, this is perhaps the first time complex fragrance blends have been created for remedial purposes, according to Givaudan, the Swiss fragrance and flavors supplier.

Further trials of the kits are currently being organized in two of Singapore’s largest hospitals, and the program could be expanded abroad.