About Proust
The Proust effect is the sudden reawakening of fond memories of the past when smelling a particular odor. This physiological phenomenon originates from the fact that the hippocampus, located at the center of the cerebrum, is directly connected to the sense of smell and the deep memory area. It is so called after the “vivid memory of childhood that suddenly came back to me from the taste of a piece of petite madeleine dipped in tea” in the famous novel “In Search of Lost Time” by Martin Fürst, a well-known French writer. (link to translated text only in Japanese).
We search for a variety of ingredients that can be expected to have this effect and commercialize them as authentically as possible. Of course, individual smells may not suit everyone, but for those who have memories associated with smells, they can be the “ultimate rejuvenation tool”.