Fragrance house Givaudan is using their scents for a cause: to evoke emotional memories for patients suffering from dementia and Alzheimer's. "Smell a Memory," is a project by JWT Singapore that create bespoke kits personalized for individual patients, using their family history, ethnicity, age and personal stories. The brand's perfumers have bottled smells like "Bedtime Stories," "Prayer," and have used ingredients relevant to Singapore, with herbs and spices from Hainanese coffee, local dishes, as well as incense used in local temples.
The team tested the power of the scent in two trials at care facilities in Singapore, and found that the kits proved to be tools in sparking memories among those with dementia and Alzheimer's, helping them re-engage with the world they live in, and their families and friends. Givaudan now plans to extend the project to other regions as part of its sustainability program, and continue trials in Singapore.