Fragrance Brand Uses Scents to Help Evoke Memories, is #7 in Our Best of Print/Design

Givaudan bottles scents that mean something to people suffering from Alzheimer's and dementia

Published on

Editor's Pick

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.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


May 22, 2013
JWT Singapore
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age