“Scent isn’t just an aroma—it’s a language that speaks directly to the brain.”

Podcast Feature: What If Scent Could Impact Design

I was recently invited to speak on a podcast hosted by Scott Catallo from Knorr called What If Scent Could Impact Design. We explored how scent affects human perception, design, and behavior, and why it’s been at the core of my 35+ year career.

During the episode, I shared insights into my journey—working alongside architects, leading designers, and brand visionaries to create scented spaces that don’t just look good, but feel good. We also explored scent’s role in healthcare, especially for seniors and those living with dementia.

The Power of Scent

It was an incredible opportunity to dive deep into the unspoken power of scent and explore how olfactory design can be a transformative force across industries.

I encourage more individuals to discover why scent truly matters—how it influences design, enhances wellness, evokes memory, and strengthens human connection. I invite you to read my article and join me in exploring the science and power of smell.

Have you ever wondered why smell is so important? It’s one of the most overlooked senses—until it’s gone. I’ve spent 35 years in a career that’s anything but typical, using scent to influence design, memory, and mental well-being.

My name is Tracy Pepe, and scent is my obsession. From high-end branding projects to dementia care, scent therapy has proven to be a powerful tool to spark emotional and cognitive shifts. Let’s explore why.

Table of Contents

1. The Science Behind Scent
2. COVID-19 and the Smell Awakening
3. Mental Health, Smell, and Aging
4. What Is Scent Therapy?
5. FAQ
6. Call to Action
7. Related Articles
8. About the Author

The Science Behind Scent

Dr. Avery Gilbert, a leading olfactory scientist, has shown how human odor perception shapes product development and branding. His work, along with emerging research from companies like Headspace Sensory, reveals how scent drives behavior—from what we buy to how we feel.

• The brain detects smells in as little as 60 milliseconds.
• Smell can influence behavior, mood, and consumer choices.
• Brands use scent to create emotional associations with their products.

COVID-19 and the Smell Awakening

Before the pandemic, few people paid attention to their sense of smell. That changed overnight. As COVID-19 spread, anosmia—the loss of smell—emerged as a key symptom.

Just before the pandemic hit, I had delivered a TED Talk “how the Nose Knows”. Suddenly, the entire world began to experience what I’d spent a lifetime studying.

• Loss of smell = impact on taste, mood, identity
• Many asymptomatic carriers showed signs through olfactory disruption
• Smell became central to mental health discussions for the first time

Masks forced people to literally sit with their own scent—bringing smell into their consciousness. Suddenly, the “scent-free” movement was being reevaluated.

Mental Health, Smell, and Aging

A groundbreaking Johns Hopkins study followed 2,000 older adults for eight years and discovered a link between decreased olfaction and late-life depression. While it doesn’t prove causation, the correlation is strong.

This research was the tipping point for me.

With a sister in a long-term care home, I asked myself: Can scent help her feel more connected? The answer: Yes.

Smell therapy isn’t just about aroma—it’s about activating the brain, sparking memory, and reducing isolation. And it works, fast.

What Is Scent Therapy?

Scent Therapy is a structured, science-informed approach to engaging the olfactory system using scent. As a perfumer, I tend to work with naturals however I have formulated scent using essential oil-based materials. Unlike aromatherapy, which involves skin contact, scent therapy works solely through the nose to stimulate the brain.

How It Works

• Individuals engage in smell sessions twice daily for 15 minutes
• Scent is delivered in a safe, voluntary, and controlled format
• Results include:
  • Improved olfaction
  • Increased emotional response
  • Decreased feelings of isolation
  • Improved eating habits
  • More regulated sleep
  • Sense of wellness, joy and happiness

We call our version Smelling Pink—a program that uses scent to reduce isolation and spark joy in elder care.

FAQ

What is the difference between aromatherapy and scent therapy?

Aromatherapy typically involves applying essential oils to the body and is rooted in folk medicine practices. In contrast, scent therapy focuses on stimulating the brain through the sense of smell—without any skin contact. It is grounded in science and driven by ongoing research.

Can smell really improve memory?

Yes. Smell bypasses the thalamus and connects directly to the brain’s memory and emotion centers.

How fast does scent therapy work?

In some cases, olfactory recognition happens in just 60 milliseconds. Many clients report noticeable improvements within 7 sessions.

Is scent therapy safe for seniors or people with dementia?

Absolutely. Our method is non-invasive, plant-based, and fully customizable. It’s supported by emerging research on olfaction and cognition. The program is entirely voluntary and uses specific blotter papers to deliver scent—no skin contact, no side effects, and often an immediate impact.

We have a scent-free policy. How can you assist us?

We understand and respect scent-free policies. Our scent therapy program is specifically designed to work within those guidelines. Unlike traditional aromatherapy or ambient scenting, we do not use diffusers or disperse fragrance into shared air.

Scent Delivery Method

Instead, we use plant-based, research-driven scent blotters that are:

• Personalized for individual use (no airborne scent)
• Non-invasive and involve no skin contact
• Voluntary and administered in controlled, 1:1 or small group settings
• Compliant with scent-free workplace standards

We can also help your organization review and update your scent-free policy to include exemptions for therapeutic, evidence-based applications—especially in wellness and dementia care contexts.

Our goal is to ensure safety, respect sensitivities, and offer cognitive wellness through a science-backed, inclusive approach.

Ready to explore our scent therapy kit?