Breaking News

Febreze has teamed up with Jane Lynch

August 1, 2014

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.
blog comments powered by Disqus
  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Top 50

    The Top 50

    June 30, 2016
    A look at the biggest US companies in the global household and personal products industry.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.