How A Scent-Filled Trip Down Memory Lane Can Alleviate Anxiety And Loneliness

Move over power scents, it’s time for a new breed of perfume pick-me-ups designed to rekindle happy memories

Like training wheels on a bike, nostalgia can help to balance out the occasional emotional wobble. There have been numerous studies of late linking the psychological benefits of nostalgia to lessen anxiety and loneliness, which might be one reason why scrolling your past Instagram posts sparks joy. This trip down memory lane phenomenon is also something the fragrance world has been tapping into.

Now that we’re viewing scent through the lens of self-care, the latest raft of post-pandemic perfumes is effectively putting a steadying hand on our shoulders. We’re seeing the return of beloved characters from the past, alongside scents that hover close to the skin, quietly enticing us to revisit the idea of intimacy after a year devoid of human touch. And it seems our noses are only too keen to oblige.

“Our sense of smell is directly wired into the more primitive, emotional, part of the brain,”  says Stephen Watkins, research fellow at Givaudan’s Health & Wellbeing Centre of Excellence. “Research shows that memories evoked by smell are more likely to be pleasant, compared to words or images, and induce feelings of nostalgia.” 

Look Back In Joy

When it comes to fragrance, it makes sense to seek out old favourites, which form a protective bubble around you. “This ‘time travel’ can be both reassuring and comforting as it allows you to reconnect with a secure base,” says Dr Vassiliki Simoglou, counselling psychologist at the Thrive Wellbeing Centre in Dubai.

Arguably the most iconic fragrance of all time, Chanel No.5 Eau de Parfum, is celebrating its 100th birthday this year. Since its conception in 1921 by Gabrielle Chanel and perfumer Ernest Beaux, the scent has been worn by Hollywood’s biggest stars, including Marilyn Monroe, and has weathered two World Wars. It was daring for its era, composed of notes such as rose, jasmine, sandalwood, amber and fizzy aldehydes – a first at the time. Then there is the ritualistic aspect of this masterpiece. Like a prized olfactory heirloom, a bottle of this golden elixir is typically passed down from mother to daughter as a rite of passage. “Rituals provide a sense of continuity and stability,” says Dr Simoglou. “Wearing perfume allows us to reconnect with what was once soothing and reassuring.”

Miss Dior, another fragrance classic, burst onto the scene in 1947 with the sole intention of restoring beauty back into women’s lives following the dark war years. Now it seems the pandemic has birthed the reinvention of this floral scent. Rose remains the signature note in Miss Dior Eau de Parfum. But this time, it is a velvety and fruity-smelling rose that François Demachy, Dior perfumer-creator, discovered in lockdown. Joyful and supremely feminine, it dances on your pulse points.

Meanwhile, if your teens involved dousing yourself in a fragrant cloud of flowers and earthy musk, you’ll be delighted to know that The Body Shop has relaunched its White Musk Eau de Toilette. And you would be forgiven for thinking you woke up in the late ’80s when you first locked eyes on the latest Eternity Eau de Parfum campaign from Calvin Klein. It whispers of a simpler time and of subtle aquatic scents, not to mention the sentimental return of Christy Turlington, now alongside her husband Edward Burns, frolicking in frothy waves.

 THE GREAT OUTDOORS

Often when we crave peace of mind, we are drawn back to smells we associate with childhood. “Most are wound up with scents from nature and being outdoors. They unearth memories of a more carefree time, when all seemed right with the world,” says perfumer Roja Dove.

A lungful of Chanel Les Eaux Paris-Édimbourg Eau de Toilette, where icy juniper berry meets the warm murmur of cedar, is equivalent to rambling in the Scottish countryside.

Jo Malone’s limited edition English Pear & Freesia, Now and Forever Cologne, which launches next month, captures a sunny orchard so perfectly that you can almost taste the sweet juice of a pear trickling down your chin.

Or go for the cypress and lemony yuzuinfused Louis Vuitton On The Beach Eau de Parfum, which feels like being wrapped in a warm beach towel while the sun beats down on your face. 

SKIN IS IN

“We know from studying fragrance trends that consumers revert to scents that are soft, comforting and feel familiar during times of stress,” says Watkins. Combine this with a much-needed sensory reminder of skin-on-skin contact after a year of not hugging loved ones, and it’s no wonder skin scents are experiencing a revival.

A ringleader for the trend is Byredo, which has launched a collector’s edition of Blanche Eau de Parfum. It conjures up the smell of warm clean skin and worn clothes with velvety sandalwood, creamy musk and a soapy aldehyde. “With Blanche, I wanted to capture the idea of texture and fabric and skin – and to translate a level of intimacy which is very human,” says Ben Gorham, founder and creative director of Byredo.

Prada Les Infusions Iris Eau de Parfum gives off soft puffs of iris and incense.

Narciso Rodriguez For Her Musc Noir Eau de Parfum is built on a buttery suede accord, while soft lilac and rose sit atop a bed of sensual almond milk and musks in Issey Miyake A Drop d’Issey Eau de Parfum. All the more reason to take a deep breath and think back on the good old days.  

Lead image courtesy of GIPHY.

From Harper’s Bazaar Arabia’s October 2021 issue