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The Proustian Effect

And suddenly the memory revealed itself...

What is the Proustion Effect? It's what happens in your brain when a smell unleashes a flood of memories, taking you back to a particular time and place.

It's named after Marcel Proust, the brilliant author who wrote short stories, essays and novels back in the early 1900s. Proust is often considered the father of the modern novel, but the reason he's important to us is because he was the first to link smell to memory - and to write about it.

Proust describes this phenomenon in his novel, Remembrance of Things Past, while eating madeleine cake: "...and as soon as I had recognized the taste of madeleine soaked in her decoction of lime-blossom which my aunt used to give me ... immediately the old grey house upon the street, where her room was, rose up like a stage set ... and with the house the town, from morning to night and in all weathers, the Square where I used to be sent before lunch, the streets along which I used to run errands, the country roads we took when it was fine."

We experience the Proustian Effect almost everyday. Scientists and Nobel Prize winners are studying this phenomenon across the world.

And here's how we fit in. ScentAir MENA is putting the power of emotion - guided by the strong and influential sense of smell - to work for businesses everywhere.

ScentAir MENA trade show booth with signature 'ball chairs.'