The nose knows

When meeting someone new, you look for common threads to begin a relationship. Preparing for a call with fragrance expert Shahzad HAIDER, I searched for that common ground.

We know in academia that the mixing of disciples and their disciplines sparks new ideas unimaginable by either alone. At, we’ve always known that print magazines are especially powerful for literacy. Daniel Dejan taught me at Samir Husni’s Act 9 conference at the Ol’ Miss Magazine Innovation Center that there is a haptic or touch response when holding a printed magazine or book and turning the pages that improves reading comprehension and retention.

Then the epiphany. We have always found an intersection with literacy and the fashion, art, and culture magazines we love as both inspirational and aspirational. People are passionate about their pursuits as reflected in their favorite magazines. We experience the magazines we love through not only touch, but smell – the paper, the ink, and the infused fragrances that advertisers insert.

Shahzad explained that studies show smells trigger deep, emotional memories that can further stimulate brain development. One study of olfactory training in older adults found it not only improved performance in identifying smells, but also was associated with improvement in other cognitive abilities.