28.09.2021

Throwback perfumes have the power to evoke happier times when you need them most

It’s this psychological power to connect us to a time, place and emotion that makes perfume a great gift, particularly if it captures the scent of a shared memory with the loved one you are gifting.

And right now it maybe the closest way to connect up close in these socially-distanced times!

And it appears this psychological, mood-lifting effect is one we’ve craved all year with Clearpay, the leading buy now pay later service, revealing perfume was one of their most searched beauty terms of 2020.

Looking for a last minute beauty gift, but can’t decide between a palette, a new hair tool or a perfume? Well consider this – a bottle of perfume can deliver a whole lot more than a spritz of freshness, think of it as a liquid essence that grants the wearer the power to time travel. Yes really!

“Scents evoke more emotional memories than other memory cues, with studies showing that people remember 35% of what they smell, but only 5% of what they see,” reveals Fashion Psychologist Shakaila Forbes-Bell. “Scents hold a unique power to instantly transport us back to times of intimacy or joy, like time capsules they can momentarily awaken emotions deep within our conscience.”

It’s an indicator that we’ve turned to perfume as an act of self care and a wearable reminder of happier times, during this year of ups and downs says Bell. “Traumatic events can cause us to engage in nostalgia where we transport ourselves to fonder times. A phenomenon known as the Proustian Memory Effect.

“Tuning into our senses can be incredibly grounding and ultimately improve our mental wellbeing. It can be challenging to detach from past and future demands, but being surrounded by pleasant sights, sounds, tastes or smells can make a significant difference when trying to create a moment of peace and relaxation.”

Interestingly, the top five, best-selling, throw back perfumes on Clearpay all feature either the vibrant, uplifting floral notes of jasmine, the hypnotic intensity of patchouli, the restorative calming scent of vanilla, and/or orange citrus notes that are known to boost production of your happy hormone serotonin and also reduce levels of the stress hormone norepinephrine. “Look for these ingredients in the heart and base notes of a perfume as they tend to linger throughout the day and have a greater impact on our mood,” says Bell.

Scroll to see these top five nostalgic fragrances. We bet at least one will hit the happy memory jackpot and make the perfect gift or self gift, to see out this year in sensory bliss.

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