CINCINNATI--(BUSINESS WIRE)--Procter & Gamble's (NYSE:PG) Gain® detergent brand announced today that it has partnered with Dr. Alan Hirsch, from the Smell & Taste Treatment and Research Foundation, to show consumers the positive impact that smelling good can have in their lives.
The importance of smelling fresh and clean can sometimes be taken for granted, especially when it comes to social interactions, and even our overall for happiness. According to Dr. Hirsch, there is an invisible universe at the tip of our noses that impacts upon everything we do, as certain aromas or scents affect people's behaviors and emotions and their interactions with others.
“My studies have shown that fresh-smelling clothes induce people to feel happier and more optimistic, and may also affect, in a positive way, how they are perceived by others,” said Dr. Hirsch. “This may be due to olfactory-evoked nostalgia, which makes people feel safe and secure, and may even work on a more primal, subliminal level, since these odors harken primal memories which were ingrained prior to acquisition of language,” he added.
A survey conducted by Gain, which included Hispanic participants, has shown consumers are particularly passionate scent seekers, for several reasons: 86 percent of consumers said that scents play an important role in their everyday routine, while 96 percent agreed that when their clothes smell fresh they feel more confident. Moreover, 84 percent agreed that a noticeable, fresh scent is important to them when choosing a detergent.
“At Gain we understand that Hispanic consumers have very specific scents preferences and, with that in mind, we want to offer them a fun and happier laundry experience with pleasant scents they enjoy,” said Hamilton Brown, Brand Manager for Gain. “Just one scoop of Gain provides more freshness than the whole box of the competition, for a long-lasting and irresistible aroma on your clothes.”
Just as important as smelling fresh, being able to smell can impact people's daily lives as well. To help sharpen the sense of smell, Dr. Hirsch recommends the following breathing exercises—or “sniff therapy”:
Choose three types of scents that you find pleasant, such as floral and fresh aromas (like those found in Gain laundry detergent), a fruity scent and a different one like coffee and sniff them frequently, four to six times a day for three months.
Blindfolded, have a friend present ten different aromas for you to guess. Do this every day for one month.
Take a deep inhalation – the larger the sniff, the better you are able to detect an odor.
Dr. Hirsch also suggests avoiding irritating scents like onion or ammonia and quitting smoking, since these can worsen your ability to smell.
For those looking to alleviate their own melancholia for times past, Gain has curated a station on Pandora, appropriately called “Nose-talgia”, with oldies in Spanish: www.pandora.com/gain
For more information on Gain, please visit www.yoamogain.com For more information on Dr. Alan Hirsch and the Smell & Taste Treatment and Research Foundation, visit http://www.smellandtaste.org/