Native Partners with Cognitive Neuroscientist in ‘Scent Alchemy’ Campaign

Native has partnered with Dr. Rachel Herz, a cognitive neuroscientist, to educate consumers on the psychological science of scent. It is part of the brand’s Scent Alchemy campaign.

Dr. Herz has been researching the psychological science of scent, emotion and cognition since 1990.

Native Chief Fragrance Officer Natalia Lebedev has curated an assortment of the brand’s most popular scents and products into captivating scent stories, including Sparkling Citrus , Balancing Nature, Solar Florals and Elevated Gourmands. Each features products such as deodorant, body wash, shampoo and conditioner. They are:

• Sparkling Citrus—billed as an uplifting combination of citrus and herbal notes in scents like Citrus & Herbal Musk, Lilac & White Tea and Grapefruit & Bergamot.

• Balancing Nature—described as soothing and calming collection of nature-inspired scents like Sea Salt & Cedar, Cashmere & Rain and Blackberry & Green Tea.

• Solar Florals—which features invigorating and transportive scents like Palm Leaf & Agave, Cotton & Lily and Almond & Shea Butter.

• Elevated Gourmands—a collection with a focus on creamy and delicious scents like Coconut & Vanilla, Sandalwood & Shea Butter and Coconut Milk & Turmeric that promote all-day comfort and indulgence.

“At Native, we believe the scent journey for consumers is key,” said Lebedev. “We joined together with Dr. Herz to bring an educational moment to share why we pair our scents the way we do, providing insight into the feelings of joy we aim to spark when using Native—since your personal care routine should be a time of self-care.”

The Procter & Gamble brand is promoting the four collections on its Target website brand page.