Febreze has teamed up with actress and comedian Jane Lynch to shed light on a “naturally occurring condition” that affects many but is rarely discussed in polite company: noseblindness—when a person becomes accustomed to surrounding smells, and can no longer easily detect those distinct odors. The P&G brand has released new video bringing the issue to the forefront and encouraging dialogue about what your guests really smell.
“Noseblindness is the combination of odor adaptation, a decrease in ability to sense odors after initial exposure, and odor habituation, a decrease in sensory awareness towards a fixed familiar signal within the environment,” said Dr. Rachel Herz, author and professor at Brown University with expertise in olfactory psychology. “Thousands of years ago, the olfactory system was just exposed to natural scents from which to identify life-threatening dangers and odors important to our survival.
“Now, due to human modernization, the olfactory system has to deal with sensory overload from all the fragrances and aromas that surround us and still tease apart the ones that are vital,” Herz concluded.