It is quite amazing the way that smell reminds us of places, people, things and feelings. The sense of smell is the strongest and most primal of all our senses. It protects us from drinking milk that’s turned sour and it vividly reminds us of what we experienced decades ago. It is the first of our senses to evolve in the evolutionary chain and the sense with the strongest, most accurate level of recall.
When I was asked to write for It’s My Time, the Global Casting for United Colors of Benetton, I couldn’t stop thinking about my adolescence that was marked by the smell of the brand perfume Colors.
First summer love, vacations at the beach, family union, friends that last until today and me being a very happy teenage girl! The perfume wasn’t mine and I only saw it and smell it during those vacations in 1992. Today, if I close my eyes I can scent it as if it is right here. Back then I couldn’t afford to buy it. Some years later it had stock out from shops. I never had it and probably will never find it, however my all life will always smell like Colors spirit.
Is there a better trend than to make your brand smell?