The Givaudan Smell a Memory Kit Elicits Emotional Reactions

 - May 24, 2013
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.