In a time when the world feels too loud, people are increasingly searching for ways to reclaim silence. Some find it in meditation, painting, or music, while others find it in scents. This is all thanks to a phenomenon perfumers call the olfactory anchor—a fragrance capable of sustaining a desired state.

What is a Perfume-Emotional Anchor?

An olfactory anchor is a scent that becomes a "code" for a specific emotional state.

When we repeatedly engage with it—inhaling familiar notes, applying it to the skin, or wearing a favourite scarf—the brain instantly returns us to the state once associated with that smell: calm, tenderness, courage, or focus.

Scientists have a simple explanation for this phenomenon: smell is the only one of the five senses whose signal travels directly to the brain, bypassing the filters of the neocortex. It interacts with the limbic system— the center for emotions, memory, and motivation. This is precisely why a fragrance inhaled just once can, years later, instantly trigger a complete memory or emotional state.

The French writer Marcel Proust once described this in In Search of Lost Time: the scent of a madeleine dipped in tea opened up an entire world of the past for the hero. Today, neuro-psychology calls this phenomenon the Proust Effect.

From Temples to Neuroscience

The perfume-emotional anchor is not a modern invention.

As far back as Ancient Egypt, scents were used as a meditative practice: kyphi incense was burned at sunset to clear the mind and promote restful sleep. In Rome, aromas accompanied rituals of gratitude, and in medieval monasteries, monks prepared lavender infusions for calm during prayer.

In the 19th century, French doctors began researching the link between scents and the psyche: lavender essential oil was found to lower the heart rate, while rosemary, conversely, boosted concentration. In the 21st century, neuroscience has confirmed what the ancients intuitively knew: a scent can "stitch together" experience and emotional state, creating a stable emotional memory.

How to Use Scent as a Practice

The I AM Collection embodies this perfume-emotional approach.

Its fragrances are created not just for beauty, but as a tool for self-reconnection—through a daily ritual that you can build yourself.

For a scent to become your emotional anchor, it's vital to establish a consistent relationship with it—a ritual that your body and mind will remember.

1. Choose Your State. One scent, one mood.

   • "I AM Dreamer"—for moments of inspiration.

   • "I AM Tender"—when you crave gentleness.

   • "I AM Sensual"—to embrace your sensuality.

   • "I AM Winner"—to remind yourself: I am successful, I can do this.

2. Repeat. Apply the fragrance under similar conditions—at the same time of day, before a specific action, or to invoke a certain state. In this way, the brain gradually reinforces the scent as a signal that "activates" the desired mood.

3. Breathe Consciously. A few slow, deliberate breaths after application—and the aroma begins to work like a gentle meditative practice, calming both body and mind.

4. Do Not Mix Anchors. If a scent is anchored to calmness, do not use it for a burst of activity. Consistency is key: it is what forms a strong emotional connection between the scent and the state.