A whole new meaning to the phrase “love is in the air,” just in time for Cupid’s Big Day…

There’s no doubt about it: 2020 made it extremely difficult to see our loved ones and with the absence of our nearest and dearest making our hearts grow fonder, we’re more excited than ever before to celebrate all things love and romance in all forms – including scent.

There’s no surprise that fragrance sales tend to increase at this time of year, as gifting a beautiful bottle of perfume is a luxurious and thoughtful present many of us share with loved ones in the lead up to Valentine’s Day. After all, fragrance provides a sensory experience that goes straight to the three areas of the brain that are linked to memory and emotion: the limbic system, amygdala and the hippocampus. Igniting these areas through scent can leave you filled with memories of a particular person, time or place.

When it comes to fragrance and romance, a desirable fragrance on someone you are interested in can evoking certain emotions and enhancing your feelings towards them. If you’re considering making a lasting impression through fragrance for a loved one or yourself this Valentine’s Day, consider one inspired by love.

Here, Bazaar shares a few of our favourite scents that give a whole new meaning to the phrase “love is in the air,” just in time for Cupid’s Big Day…

Lead image courtesy of Instagram/@kilianparis and @creedboutique