Smells are everywhere: With every breath we take, we inhale a multitude of scent molecules. They are processed in the brain, which stores them together with memories of the current moment. Researchers are exploring the way different smells influence our perception. They have already established the type of scents we associate with certain age groups: Vanilla is often associated with children, for example. Such findings are valuable to certain industries: perfume manufacturers use olfactory associations to sell products that make consumers feel younger. Marketing companies help shops boost profits by releasing scents on the sales floor that encourage customers to linger. And they compose signature corporate fragrances for firms or even public transportation companies.
Fragrances are also used for therapeutic purposes: They have a mood-lifting effect that can help alleviate depression. The use of strongly scented essential oils in aromatherapy has proved effective in the treatment of ailments such as headaches, recurring bladder infections and slow-healing wounds. Recent research is even being done to learn the effectiveness of such oils to treat various types of cancer.
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