Odors are chemical compounds. It seems illogical that odors are based on an exact science. We all associate personal and often emotional experiences with certain odors. The freshly mowed lawn during summer, your ex-husband's aftershave, the smell of apple pie in autumn, or the stale sweaty air in high school locker rooms.
Odors surround us and our nose smells them: “Without a doubt, the human nose does not have the highest sensitivity,” grins Hansjürg Leuenberger, head of analytics and specialist for odor reduction at SANITIZED. “Nevertheless, thanks to its 20 to 30 million olfactory cells and roughly 350 different receptors, it can allegedly distinguish up to one billion different odors,” explains Leuenberger. In comparison: Certain dog breeds have over 125 to 220 million olfactory cells and roughly 1’200 receptors.
Smelling is a very primal sense that is rooted in our brain. Not only does it decide our choice of perfume, but also our choice of partner. The sense of smell has played a crucial role in human evolution, primarily when it came to identifying spoiled food. 18,000 to 20,000 liters of air run through our noses every day. We sense our environment with every breath we take. Without looking, we know that something is burning on the stove, someone is taking off their shoes, or that someone is peeling an orange.
Volatile organic compounds (VOCs) play a key role in smelling. An apple contains approximately 500 different VOCs, of which roughly 25 can be sensed by our nose. In the right combination, four are enough to allow us to recognize an apple as such. During the ripening process, fruits and vegetables break down biomolecules and create aromatic substances. We destroy the existing cell structure as soon as we peel, cut, or heat fruit. The enzymes it contains form new aromatic substances and releases them, which is why fruits and their fruit juices sometimes have different aromas.
The receptor cells in the olfactory mucosa in our nose detect the VOCs whenever we inhale. The detected VOCs trigger a chain reaction that extends up to the brain. The brain emotionally evaluates the odor, classifies it, and remembers it. This type of sense also activates the limbic system. It is the part of the brain that, among other things, is responsible for memory and emotions. This is why, for instance, the odor of a particular laundry detergent takes us back to our childhood.
Olfactometry, the science of odors, is familiar with many different substance classes: Aromatic compounds, esters, terpenes, alkylpyrazines, aldehyes, and ketones. All these substances surround us every day. It starts in the morning with the odor of freshly brewed coffee, and it would be a shame if the last olfactory experience of the evening were the sports bag that smells like sweat. Because even odors that the brain classifies as unpleasant must be processed. There are pleasant and unpleasant odors in every substance class: For instance, pineapples, bananas, and strawberries contain fragrant esters. Aldehydes can have a very unpleasant smell. However, in the right combination and concentration, even scents from unpleasant-smelling substance classes can be integrated in a perfume.
These associations that scents trigger in us are used by the industry to their advantage: The scent of fresh-baked bread in the supermarket (where no baking is done at all) or the seasonal flower fragrances in the luxury car dealership are intended to make us buy something. Many companies even use what is known as a “Corporate Scent”, a type of scent that very uniquely represents the brand in question. We consumers perceive these odors only subliminally, but they apparently stimulate us in the intended manner: According to Statista, companies in Germany spend roughly 1.5 million Euros per year for customized scents.
The effect that an odor has on us, whether positive or negative, is something that is deeply rooted in us. For instance, a sweaty odor can be perceived as a warning and provoke negative reactions such as disgust or discomfort. We instinctively stay away from this odor. A foul sweat odor should not be how athletes or people who perform physical labor are identified by smell. This is why textile manufacturers use fabrics that are antimicrobial treated with the Sanitized® hygiene function. The Sanitized® odor-management technologies give functional textiles and workwear effective, long-lasting protection against unpleasant odors.
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