1. Freshly cut grass – childhood sports days and playing football
2. Sunscreen – the beach and summer holidays
3. Baby talc – newborn baby
4. Candy Floss – carnivals / fairgrounds
5. Farmyard – time spent on a farm or in the countryside
Referring to the results, Dr Herz said: “For many years scientists have conducted research into the link between our senses and our ability to recall memories. My research shows that our sense of smell in particular has a uniquely intimate and direct connection with the area of the brain that controls emotional memory. It’s not surprising that so many people chose freshly cut grass and sunscreen as their top memory scents, as these aromas are strongly associated with childhood - the time when our first scent memories are being formed. For many, any scents associated with childhood – such as the smell of a hot summer’s day in the fairground – have a particularly strong ability to trigger an emotional memory that takes them back to their youth.”
Mark Pekelharing, Product Manager for Consumer Products at Nikon, comments: “While a photograph is the ultimate way to capture and document life’s most precious memories, we wanted to try something a little different and see whether there was another factor involved in remembering a certain moment in time. This research into the scents associated with memories shows that not only do Europeans have an amazing ability to remember certain scenes and locations based on scents and smells, the majority also make a conscious effort to maximise the power of these memories for themselves.”
“Our new range of COOLPIX compact cameras can capture memories better than ever before – although they don’t quite capture smell just yet, they certainly evoke it!,” he adds.
The research of 11,500 people living in 23 countries was conducted to mark the launch of the new range of Nikon COOLPIX compact cameras, including the S8000, the S4000, P100, L110, L21 and L22.