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The Givaudan Smell a Memory Kit Elicits Emotional Reactions

By: Meghan Young - Published: • References: givaudan & psfk
Givaudan Smell a Memory is a personalized perfume kit that targets Alzheimer and dementia patients. As most people can attest to, scent is a powerful trigger for memories. This kit hopes to capitalize on that fact by benefiting those who have a particularly hard time remembering the past due to terrible diseases.

Created in collaboration with marketing communications company JWT Singapore as well as rehabilitation experts and therapists at Soo’s Nursing Home in Singapore, the Givaudan Smell a Memory kit is customized to each patient. Based on their age, ethnicity, family history and personal stories, the kit creates such unique scents as 'Mom’s Cooking,’ ’Freshly Cut Grass,’ ‘Prayer’ and ‘School Days’ to elicit emotional reactions. Stats for Alzheimer-Targeting Perfumes Trending: Older & Chilly
Traction: 1,363 clicks in 82 w
Interest: 0.8 minutes
Concept: Givaudan Smell A Memory
Related: 49 examples / 38 photos
Segment: Neutral, 55-55+
Comparison Set: 18 similar articles, including: immersive health campaigns, data-deleting ads, and surreal alzheimer portraits.