The scent of grief

Two years after losing her father to amyotrophic lateral sclerosis, the fragrance of Christian Dior's Sauvage continues to haunt Sarah. Not seeing her dad everywhere, as people often claim during grief, but smelling him – a scent her father swore by as his signature.

Evoking memories, evoking pain

Sauvage, a blend of bergamot, cedar, and lavender, is often referred to as the world's most popular fragrance. With a reported sale every 30 seconds and over 12 million bottles last year alone, it is impossible to avoid.

Lauren Rooney, DSM-Firmenich's vice president of fine fragrance marketing, explains the science behind scent-memory associations: