Proust Effect: Going back in time with a scent

Have your memories ever taken you back to a happy place after smelling something familiar? This feeling is known as the Proust Effect, in which a scent or flavor can make you remember your past.

The power of scents

Scents can take you back to a different time in your life, reminding you of the feelings experienced in that particular moment (1). This is because the sense of smell is the only one that is connected to the neuronal structures that support emotions and memories (2).

At APoEM, we take advantage of this marvelous effect and use the technique of aromatherapy in our products. Our familiar and cozy scents are reminiscent of happy times, bringing up pleasant sensations with every use. Even if they don’t take you back memory lane, they sure will make your skincare routine a comfortable and memorable experience.

The meaning behind the Proust Effect

This dream-like experience takes its name from writer Marcel Proust and his monumental novel In Search of Lost Time.

The author writes in detail about his experience of remembrance when eating and smelling a cupcake dipped in tea. Decades later, scientific studies proved that scents can bring back memories more than any other stimuli (1).

Aromatherapy and its links to the Proust Effect

As proved before, scents can have a strong impact on our mood and our thoughts. Aromatherapy is a pleasant way to make our minds and bodies feel different sensations, from relaxation to an energy boost.

Most of our products include natural ingredients that not only benefit your skin but also your mood with their delightful scents. We use the Proust Effect to make your mind connect your skincare ritual to happy memories and comfortable experiences.


1- Chu, S., & Downes, J.J. (2000). Long live Proust: the odour-cued autobiographical memory bump.
Larsson, M., & Willander, J. (2009). Autobiographical Odor Memory.
2- Larsson, M. (2006). Smell Your Way Back to Childhood: Autobiographical Odor Memory.

Is a Detox necessary?

The human body is an amazing machine, it is perfectly able to cleanse and purify itself on its own. Because of this, detoxing isn’t always as necessary as it might be advertised. However, a detox is good once in a while, as it allows the skin to replenish needed vitamins and minerals, giving you a more youthful appearance.

You should want to start a detox if you need a break from the day-to-day or if you want to boost your overall health. It is a good way to escape your normal routine and to make some changes in your life, as detoxing can be helpful if you want to kick off positive a lifestyle.

Not everyone can stick to those strict diets or get a spa treatment. You should choose a program that helps you cleanse, balance and heal at your own pase.

Treatments and products with mud or clay help with detoxifying, they help balance the skin’s pH and eliminate toxins. Seaweed, algae and sea salt are also great, they help draw impurities out and have balancing and healing properties.

A much simpler way to “detox” your skin from harmful ingredients and chemicals is to go for natural and safe products, like the ones we have at APoEM. All of our products are vegan & cruelty-free certified, as well as natural and free of grey substances or toxins.

Try our Detox products, the Detox SerumFace Srub and Face Wash.

It’s never too late to make changes your life, choose the healthy path. If you have any questions, don’t doubt sending us an email or messaging us through or social media.

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