HIGH spritz

We live in a very visual world, with our enjoyment of almost everything – from a special moment to a meal – linked to the Instagram pic we can post of it. Increasingly, we measure our pleasure in likes.

That’s one of the things that make fragrance so intriguing: it can’t be captured visually, or shared remotely. It’s intimate by definition: you have to be close to someone in order to smell their scent

Because it’s closely linked to memory, and memory is closely linked to emotion, our sense of smell), it’s to do with the fact that scent directly hits the hippocampus and amygdala, the parts of our brains that deal with emotional memory. The emotion is immediate, vivid and intense, which makes it extraordinarily powerful.