Health & Beauty
This Beauty Product is Helping Alzheimer's Patients
And it's so simple, you'll wonder why researchers haven't tried it before
WWD reports that Givaudan, the Swiss manufacturer of flavorings and fragrances, has teamed up with Singaporean ad agency JWT to create "Smell A Memory" kits that use scent to evoke emotional memories in patients that suffer from Alzheimer's and dementia.
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Givaudan perfumers Anne-Sylvie Selezneff and Hee-Sooh are using patients' family history, age, ethnicity and personal stories to create tailor-made smells, such as "Bedtime Stories," "Mom's Cooking," "Freshly Cut Grass," and "School Days" to try to elicit emotional reactions.
"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."
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Givaudan also points out that while aromas have been used to alter moods, this is perhaps the first time complex fragrance blends have been created to remedy health problems, and the future looks promising: Currently, further trials of the kits are being organized in two of Singapore's largest hospitals, and the program could be expanded abroad.
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