#memoriesmatter – @theperfumeshop raise awareness with Alzheimer’s Association UK. Join in on Twitter 16th-24th May…

Did you know that nearly half a million people in the UK are living with dementia, that an estimated 61% of those are women, and – something we weren’t previously aware of – that the loss of smell is one of the symptoms associated with the condition?

Now, The Perfume Shop are teaming with Alzheimer’s Research UK to launch their Memories Matter Campaign – raising awareness and vital funds for research into dementia, while exploring the connection between scent and memory.

A recent study released by Alzheimer’s Research UK has revealed that dementia is the leading cause of death for women in the UK and further research has shown that losing the sense of smell is an early effect of diseases like Alzheimer’s. Significant smells in people’s lives, such as favourite perfumes, have a strong effect on memory centres in the brain, dilating the pupil markedly – a reaction that usually occurs in response to pain, loud noises or romantic interest.

Along with the loss of every day odours such as food, the outdoors and home, for some it can mean losing emotions associated with specific smells and a lifetime of treasured memories lost in a heartbeat.


The Perfume Shop say: ‘We are supporting Alzheimer’s Research UK in its mission to defeat dementia and it’s easy to get involved…
– On Twitter, scent memories and photos shared with @theperfumeshop with the hashtag #memoriesmatter will be matched by a £1 donation from The Perfume Shop between 16th and 24th May.

Whether it’s a photo of a freshly cut lawn or a fragrance that most evokes a loved one, the shared memories will all generate support for dementia research.’
– During the period, The Perfume Shop will also be offering a £1 optional gift wrap donation in-store and a £2 text donation line – through texting DEFEAT to 70099.

Ian Wilson, Director of Alzheimer’s Research UK, comments: ‘The Perfume Shop’s Memories Matter campaign is an engaging and thought provoking way of powering our efforts to defeat dementia. Scents are incredibly evocative in our lives, reminding us of loved ones and treasured times, so it can be a devastating early symptom for people with Alzheimer’s to lose the ability to connect scent and memory.

Our research is driven towards improving diagnosis and detection, as well as developing the next generation of treatments for dementia that bring benefits to hundreds of thousands lives blighted by the condition, so the support of The Perfume Shop and its customers could not be more important.’

The Perfume Shop
Last year The Perfume Shop Memories Matter campaign raised in excess of £62,000 for Alzheimer’s Research UK and the retailer is delighted to once again be supporting pioneering research.

We at The Perfume Society will definitely be getting involved for this great cause – it’s so easy (and fun!) to join in – and we hope our many subscribers and readers will, too…

Written by Suzy Nightingale

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