Sensehacking: How to Use the Power of Your Senses for Happier, Healthier Living by Charles Spence (Viking Books)
‘How can the furniture in your home affect your well-being? What colour clothing will help you play sport better? And what simple trick will calm you after a tense day at work?’ These are the questions posed (and answered) by Oxford professor Charles Spence – an expert on the senses who we’ve seen speak at IFRA Fragrance Forums over the years, and whose research has often sparked or informed many fragrant features of our own. As head of the Crossmodal Research Laboratory, Spence focuses on how our senses often overlap – sometimes very confusingly – and this book aims to demonstrate how ‘…our senses change how we think and feel, and how by ‘hacking’ them we can reduce stress, become more productive and be happier.’
There’s some fascinating sections on how we’re ‘led by the nose’, too. Ask most people about how they think large corporations try to entice us with smell and many will say something about supermarkets and the ‘fake’ but tempting waft of freshly baked bread. Spence reveals that no research is available on this subject – ‘It’s not that the research hasn’t been done, you understand, for it most certainly has. It is just that the supermarkets have chosen not to share their findings.’ But at least that baked bread smell is ‘unlikely to be artificial’ he explains, because ‘the delectable smell of freshly baked bread is one of the aromas that, at least until very recently, chemists struggled to imitate synthetically.’
From the tricks of ‘Subliminal seduction’ and ‘Multisensory shopping online’, the way are senses are appealed to and why we find certain things/people/experiences more appealing than others, to what the future holds for ways we can hack our senses; it’s certainly a thrilling read. And will provide you many ready answers to the inevitable questions we fragrance-lovers always get: ‘Why are you so obsessed with perfume? Doesn’t it just smell nice, and that’s it?’ Well, we’ve always known there’s far more to it than that, and now you can recommend this book for any olfactory nay-sayers you might meet!
Buy it at WHSmith