Native Launches The Scent Alchemy Marketing campaign To Discover The Psychological Science Of Scent

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As part of the Scent Alchemy campaign, Native is sharing how individuals can layer scents across its assortment of products to create custom scent experiences that help define and boost moods throughout the day.

Native has partnered with cognitive neuroscientist, Dr. Rachel Herz, to educate consumers on the psychological science of scent. She is highlighting how fragrances can do much more than simply smell good, they can lift your mood, calm your mind, and evoke memories.

Dr. Herz said,

“The sense of smell is unique compared to any of our other senses, because when we smell something, we are activating the same part of the brain that processes emotion and memory. This is why a scent can bring back memories, make you feel transported, and take you back to the original time and place when you first connected the emotion.”

Dr. Herz has been researching the psychological science of scent, emotion, and cognition since 1990. Her research has demonstrated how odor-evoked memory is emotionally unique and powerful compared to other memory experiences. Her research shows how emotions can become associated with scents and how these emotions are activated when we smell these fragrances again.

Native is encouraging customers to layer its different scents to create “scent stories.” Chief Fragrance Officer, Natalia Lebedev, curated a selection of scent stories including Sparking Citrus, Solar Florals, Balancing Nature, and Elevated Gourmands.

Sparkling Citrus: An uplifting combination of citrus and herbal notes in scents like Citrus & Herbal Musk, Lilac & White Tea, and Grapefruit & Bergamot to help you feel uplifted, and happy, and find bliss in your morning routine.

Solar Florals: Featuring invigorating and transportive scents like Palm Leaf & Agave, Cotton & Lily, and Almond & Shea Butter inspire a sun-kissed and beachy feeling.

Balancing Nature: A soothing and calming collection of nature-inspired scents like Sea Salt & Cedar, Cashmere & Rain, and Blackberry & Green Tea works to create a relaxing and grounding scent.

Elevated Gourmands: A focus on creamy and delicious scents like Coconut & Vanilla, Sandalwood & Shea Butter, and Coconut Milk & Turmeric promotes all-day comfort and indulgence.

Lebedev said,

“At Native, we believe the scent journey for consumers is key. We joined together with Dr. Herz to bring an educational moment to share why we pair our scents the way we do, providing insight into the feelings of joy we aim to spark when using Native—since your personal care routine should be a time of self-care!”

Dr. Herz added,

“Smelling scents that we really like and give us positive feelings are good for our overall mental health and well-being. For example, I love the Sea Salt & Cedar in the Balancing Nature set because it reminds me of being in a cool pine forest when I lived in British Columbia. Whenever I smell it, I instantly feel restored, calm, and relaxed.”

Native is promoting the four collections of scents at Target.