You see, when it comes to social turbulence, much like the sort we have experienced since the pandemic broke in 2020, we often turn to the past to seek comfort. And beauty products act as one of the most effective ways to keep our brains in a happy place, thanks to their distinguishable scents and textures.
“Various research in neuroscience over the years has examined the link between the brain, memory & scent,” says Dr Jeanina Mahrenholz, counselling psychologist at Chelsea Pharmacy Medical Clinic. “The amygdala part of the brain has a primary role in processing memory and emotional responses. This part of our brain has a direct link to our lymphatic system and is sensitive to scent, which in turn may result in activation of memories and sense of nostalgia,” she adds.
It’s of no surprise then, that scent and fragrance is the first area in which we’re set to see a surge. Lily Starling, Buyer for Fragrance at John Lewis reveals, “Our lives have been so disrupted over the past 18 months that we are seeing many customers turn to products that provide them with a comforting sense of nostalgia. Maison Margiela’s Replica fragrances, which are based on memories and stories, have seen incredible growth At John Lewis. Over the summer, we also saw a renaissance of luxe body sprays as customers began the shift back into nostalgic scents. Sales of Dior J’adore Deodorant Spray shot up by a huge 275%.”
Tagged: skin