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"We've all experienced it, whether we think of ourselves as olfactory aficionados or not: flashbacks and recollections triggered by perfume. Scent can literally manipulate emotions by sending signals to our hippocampus, the part of the brain that guards the pathways to the different elements that make up a memory. These memories intertwine with smells, conjuring up the past like a visceral film reel."

"I have some bad news if you've created a perfume that has a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough. That's exactly how Hasbro describes the scent of Play-Doh, a smell that many of us associate with out childhoods, and a smell that the toy maker has officially now trademarked. "