Introduction
Have you ever had a scent that brings back a forgotten memory, like the smell of fresh bread from the bakery that evokes mornings at your grandparents' house? It's a feeling of déjà vu, but olfactory (related to the sense of smell). In this blog, we'll explore the role of olfactory memory, its emotional and narrative power, capable of triggering memories or creating stories.
In everyday life, in art or in professional fields such as experiential marketing, this relationship with smells is used and commercialized; indeed, smells are used for immersive experiences.
I. What is olfactory memory?
But first of all, what is olfactory memory? It is the brain's ability to link a smell to a specific memory; it is often involuntary and can awaken very old memories.
A little scientific explanation is in order: the olfactory bulb is directly connected to the amygdala (which relates to emotions) and the hippocampus (associated with memory), unlike the other senses which pass through the thalamus.
This direct connection makes olfactory memories more vivid and emotional. Olfactory memory is more lasting and less prone to being forgotten than visual or auditory memory, allowing us to relive not only the image of a memory but also the associated emotion.
II. Proust's madeleine: a literary symbol of olfactory memory
A historical marker of this olfactory memory is Proust's madeleine. In "In Search of Lost Time," tasting a madeleine dipped in tea triggers an involuntary recollection of childhood for the author. Here we see that smell and taste provoke a sensory and emotional immersion in the past. It is a spontaneous trigger of memories, without any conscious effort.
This passage is symbolic because it perfectly illustrates sensory memory, which has become emblematic, and represents the idea that sensations are gateways that open onto the intimate and the profound.
III. When smells tell a story
The sense of smell has a highly developed use in storytelling and writing; it allows us to create an atmosphere or a specific time period, as seen, for example, in the smell of stale tobacco in a thriller. A scent can also suggest a character or an emotion, such as the fragrance of a past love.
Perfume is also associated with sensory storytelling: it refers to a technique used in marketing to make the consumer experience a story through the five senses, and especially smell as is our focus here; it can also be used in museums, immersive shows, or even stores.
IV. When and why does olfactory memory manifest itself?
Olfactory memory has an involuntary trigger; indeed, by smelling a familiar odor, one can be immediately projected into a specific memory, which often happens when one least expects it.
The first years of life are marked by smells: the smells of the house, of soap, certain dishes, even certain perfumes. These are often the most deeply ingrained olfactory memories.
There is also a certain link with significant events, joy or trauma associated with smells; hospital, the scent of a deceased loved one, holiday destination… Smell becomes a powerful emotional marker.
V. From sensory marketing to immersive writing
Scents are therefore used in marketing in shops, hotels, spas, creating an olfactory signature to reinforce their brand image, such as the Dior Cheval Blanc perfume of the Place Vendôme spa in Paris, which is only found there and therefore creates an olfactory signature very much rooted in the spa.
The goal with this technique is to build loyalty by anchoring a positive experience through smell.
Perfume is also used in wellness: aromatherapy uses and advocates that scents have an effect on mood, stress, and sleep.
Returning to the topic of memory, perfumes have a therapeutic use in the elderly or those with Alzheimer's to stimulate memory and the relevant areas in the brain.
Conclusion
Olfactory memory therefore possesses a unique power: immediate, emotional, profound. It allows us to tell personal, literary, and commercial stories and to remain in people's minds.