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The sense of memory
Daily, Jacques Cavallier-Belletrud, the perfumer of the Louis Vuitton house, finds the scents of his childhood in the gardens of the Fontaines Parfumées of Grasse. Smell, the sense of memory par excellence, brings him back to his first olfactory emotions. Everyone's olfactory universe is predetermined by what one smelled earlier, and the brain then searches for associations and brings back memories. By storing information from the fetal stage, our rhinencephalon allows connections that explain how perfume can revive memories buried in the olfactory and emotional memory.
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