Olfactory experiences are deeply tied to emotions and memory, as the same part of the brain that processes scents is involved in the formation of new memories about past experiences. 'Olfaplay' is the name of a new digital community platform from fragrance brand Guerlain that invites people to anonymously share their experiences with scent through memory.
The app provides a place for people to share their own olfactory memory experiences, as well as listen to those of others. Within the app, perfume lovers are able to sort through memories by themes like mood. Although perfume products are commonly advertised to consumers with striking visual images, this approach pairs scent and sound. Guerlain CEO describes that this is a way of “giving life to memories conveyed by perfume, to transcribe invisible, impalpable emotions.”