Sense of smell plays a powerful role in shaping human psychology, profoundly influencing mood, memory, and behavior. A simple scent can transport us back in time, triggering memories and emotions from the past. This intricate connection is rooted in the anatomy of our brains within the olfactory system that sits near the brain’s region responsible for emotion and memory.
From altering our perceptions of others to reducing stress and even increasing pain tolerance, the impact of smell is far-reaching, making it a powerful yet often underestimated force in our daily lives. That’s why one of Proctor & Gamble’s clean personal care brands, Native, has partnered with psychologist and cognitive neuroscientist, Dr. Rachel Herz to highlight the transformative power of scent. Together, they aim to show how layering your favorite fragrances can have a calming effect, enhance mood, and elevate overall well-being, uplifting each experience.
Scent Alchemy
With the “Scent Alchemy” campaign, Native and Herz–who has been working within the psychology of scent field for over 30 years–aim to educate consumers about the science of scent and the vast possibilities for creating personalized fragrances by layering complementary scents within consumers’ personal care routines. Herz describes scent alchemy as: “the idea that fragrances are complex sensory aspects of our daily lives and that through the psychology of manifesting emotions and associations, fragrances are the alchemy that blend bringing forward emotional experiences.”
To support this theory, early in her career, Herz conducted doctoral research that was the first empirical investigation comparing scent-evoked memories to those triggered by other sensory modalities. “What I found in that initial research, which has since been replicated many times by myself and other researchers, is that while memories connected to scent were not necessarily more accurate in terms of specific details, they were significantly more emotional and evocative.” Conclusively, the study revealed that participants exhibited greater emotional stimulation when recalling original events associated with scents than compared to memories evoked by other experiences or environmental factors.
Supporting this research, neurobiological evidence has suggested that the limbic areas of the brain, particularly the amygdala, are more activated by scent than by other stimuli, given scent is processed in the same region of the brain as emotion.
Native’s Scent Layering Combinations
Further case studies in the field illuminate that consumers increasingly desire to mix and match scents in their routines. This has led Native’s Chief Fragrance Officer, Natalia Lebedev, and her team to develop scent layering combinations such as Sparkling Citrus, Balancing Nature, Solar Florals, and Elevated Gourmands, found at Target stores nationwide. “At Native, we believe the scent journey is key for consumers,” said Lebedev. “We’re excited to collaborate with Dr. Herz to share the science behind our scent pairings and provide insight into the feelings of joy we aim to evoke [in consumers]
when using Native products.” When asked about the collaboration, Herz explains: “Native focused on scents that feel transportive and calming, evoking experiences along the spectrum adventuring in nature to feeling cozy at home.”
As a leading researcher and scent alchemist, Herz has also discovered that in addition to enhancing psychological mood and well-being, scent offers physiological benefits such as boosting immune system function. For example, Herz describes how using a specific deodorant before a workout can create a powerful sensory experience enhancing immune system function in daily activities: “I personally experienced this with Native’s Palm Leaf & Agave deodorant during a kickboxing class. The effect was brief but gave me an energizing boost I really enjoyed.” Positive emotions associated with scent can reduce stress and improve overall health.
With self-care being a vital aspect of our lives that improves overall health, Native and Herz have focused on making self-care experiences enjoyable and inspiring for consumers. Herz has found that personal care doesn’t need to feel “mundane” or “like a chore” when someone looks forward to the sensory experiences brought on by scents. To support the self-care journey holistically, Native has offered combinations from hair care to body wash, body lotion, and deodorant, creating opportunities for scent encounters at every stage of the care process. In Herz’s opinion, this creates opportunities for consumers to start the day with an uplifted mood that scent enables to persist for hours later in the positive compliments a consumer may receive throughout the day.
Simple Daily Disruptors & Their Accessibility
Herz and Native have recognized the vital importance of harnessing even the simplest disruptors that come through scent to create meaningful moments of pleasure. Scents can be heightened as effective disruptors, especially during recent times where Herz highlights there has been an alarming global rise in stress: “When you live a busy life, it’s essential to acknowledge how small moments of fragrance can significantly enhance your well-being, helping you disconnect and relax,” says Herz. “Being mindful of these small acts of self-care and using fragrance intentionally is undeniably beneficial. Ultimately, taking care of yourself is a priority for everyone—because you must care for yourself before you can truly care for others.”
With self-care products like deodorant and shampoos integral to helping consumers care daily for themselves and others, Native and Herz, have found layering those scents to serve as a more accessible alternative to traditional perfumes and fine fragrances. That’s why to hone the brand’s accessibility and affordability, Native has made these products conveniently available at Target which Herz describes allows consumers to have simple opportunities to “discover scent combinations that feel authentic to each person’s experiences and personal emotions.”
Digitization: Future of Scent
When asked about the future of scent, Herz expresses that she is embracing the field of scent technology, particularly the digitization of scent. The digitization of scent she explains “involves capturing a scent, storing it, and transmitting it through a medium that allows the receiver to recreate and perceive the same scent experience, regardless of where the original experience took place.” As the science and practicality of this concept are still evolving, it has become a rapidly growing field that excites her. When describing she shares an example: “I could capture a fragrance I’m experiencing and send it to you, like an ‘aroma emoji,’ enabling you to share in my personal moment.” Herz has found this innovative approach will not only redefine how we experience scent but also foster deeper connections between individuals through shared past and present sensory experiences.
In addition, Herz has found digitized scent technology can have broader applications beyond personal enjoyment as the technology can also play a crucial role in preserving cultural artifacts and supporting the health of ecosystems. One promising avenue involves tracking changes in body odor to monitor human health profiles, reflecting an individual’s physical and emotional state. “Recent research has even shown that dogs can detect stress in humans through scent, so imagine being able to monitor and recalibrate your emotional state based on these signals,” says Herz. “Overall, I’m excited about the potential of scent technology to revolutionize our understanding of emotional health and strengthen our connection to the environment.”
Native and Herz’s collaboration has provided exciting insights for consumers that can enhance their daily lives and support the future of the psychology of scent field.