What role have you seen that scent has played in the sorts of projects and the clients that you work with?

When we focus on the science of fragrances, we know that 65% of the customers say that fragrances do more then make products smell good.

So sense means emotions, and in a world where attention and intimacy has become the highest forms of luxury, fragrances can hold a very rare kind of power.

So it's one of the few mediums that can basically connect uh individuals with the brand so ascent can even be a driver of choice choice when it comes to our specific brand a specific provider um As well as the association, as Ben just mentioned, to different smiles, different scents.

When it's something very unique and then people's brain would associate with that specific location of a retailer, for example.

But as well as it can make also some negative connotations, for example, just thinking about a nice experience in the retailer or in a restaurant or in a shopping center.

And then there is a visit in the restroom and then the smell is something that wouldn't invite us to visit it again.

that some of the long-term patients can go outside and get sunlight and they're making them like, you know, with the different flowers and plants out there and having that wellness kind of space and being more holistic.