The Psychology of Scent: Why Smells Trigger Emotion and Memory
One spritz of Brooklyn, and you're back on that sunlit street corner—coffee in hand, music in the air, freedom in every step.
A hint of WallStreet, and suddenly you're in the zone—sharp suit, sharper instincts, walking into the room as you own it.
With Empire, its elegance redefined—city lights, rooftop dinners, and moments that feel bigger than life.
At NewYork Army, every scent is a memory waiting to happen. Because perfume shouldn't just smell good—it should take you somewhere.
Let's unpack the power behind scent, memory, and emotion—and why your fragrance is more personal than you think.
Isn't it amazing how scents can connect us to cherished moments? It's not just your imagination—scent has a powerful connection to memory and emotion. It's one of the most potent triggers of nostalgia and mood we experience. But why is that? And how can we use scent more intentionally in everyday life?
How Smell and Memory Are Connected
Let's get into the science for just a second. When you smell something, scent molecules travel up your nose and hit your olfactory receptors. These then send signals directly to the olfactory bulb in the brain, which sits very close to the limbic system—home to your emotions and memories.
Unlike sight or touch, which take a detour through the brain's relay centre (the thalamus), the smell goes straight to the emotional control room: the amygdala and hippocampus. This shortcut is why scents can bring back memories or feelings before you've even had time to think.
So when the smell of pine reminds you of winter holidays, or jasmine reminds you of balmy evenings, that's your brain instantly firing up stored emotional snapshots. It's fast, it's powerful, and often incredibly vivid.
Smells That Stick With Us
It's funny. You might forget someone's name from high school, but you remember exactly how their house smelled. That's because scent-based memories are more durable than memories triggered by sight or sound.
From an evolutionary standpoint, this made sense. Early humans needed to know if something smelled dangerous—like smoke, spoiled food, or predators. But today, it shows up in more nostalgic ways: the sunscreen that takes you back to beach vacations, the perfume that reminds you of your first love, or even the smell of books bringing you comfort.
These emotional layers make scent incredibly personal and impactful.
Scents and How They Influence Mood
Aside from memories, scents can also change the way we feel in the moment. That's why aromatherapy and scented candles are so popular—they're not just about the fragrance but about creating a mood or atmosphere.
Here are a few examples of how specific scents are often used:
- Lavender – Great for relaxation, especially at bedtime.
- Citrus (lemon, orange, grapefruit) – Uplifting and energizing, great for mornings or workspaces.
- Vanilla – Warm, comforting, and often associated with feelings of safety.
- Peppermint – Helps with focus and mental clarity.
- Freshly cut grass or rain – Often brings a feeling of calm or nostalgia.
The beauty of scent is that it's subtle but powerful. Just lighting the right candle or using the right body spray can gently shift your emotional state.
Why Brands Use Scent (and You Can Too)
Retail spaces have long been aware of the power of scent. Think about it: have you ever walked into a high-end store that smelled expensive? That's no accident. Scent marketing is real—and it works. Hotels use signature scents in their lobbies to create memorable first impressions, and even car dealerships might add a leather scent to give you that "new car" feeling.
You don't need a marketing budget to use scent for your well-being.
Some Ways to Use Scent in Everyday Life:
- Memory toolkit: Keep fragrances around that remind you of happy moments. It could be a perfume, essential oil, or even a fabric softener that brings back good vibes.
- Match scents to spaces: Use calming scents like lavender in your bedroom, energizing citrus in your kitchen or workspace, and cosy vanilla in the living room.
- Routine layering: Incorporate scent into your everyday rituals. From your morning shower gel to your evening candle, little scent cues can help anchor your routines.
- New fragrance for new chapters: Just moved or starting a new job? Pick a new scent to "bookmark" this phase. It'll become a memory trigger down the line.
- Try aromatherapy: diffuse essential oils, use roll-ons or sprinkle a few drops on your pillow. Pay attention to how different scents affect your mood and energy.
The scent is one of the most potent and underappreciated ways to influence our emotions. It bypasses logic and hits right at the heart, stirring up memories and feelings and even guiding our behaviour. Whether it's a reminder of someone you love or just a mood boost after a long day, the right smell can be like emotional first aid.
So go ahead—light that candle, spritz that perfume, or open that essential oil bottle. Please take a deep breath and let scent do its magic.
