The Scent of Memory: A Soap for Every Season

The Provence Journal  ·  Stories & Inspiration

In the early 20th century, Marcel Proust took a bite of a madeleine. Its scent transported him back to his aunt's home, to a time when he felt carefree and joyful as a child. The memory was so strong that it inspired a now-famous novel, In Search of Lost Time. We've all felt this — a scent so deeply ingrained in our very being that every time we smell it, the feeling associated with it overtakes us.

Known as the fifth sense, smell may be the least developed and most mysterious of all our senses. Yet it has retained something so ancient that even scientists are puzzled by it.

Odors take a direct route to the limbic system, including the amygdala and hippocampus — the regions of the brain responsible for emotion and memory. The limbic system is the oldest and most primitive part of the brain, so old it was present in the first mammals on Earth.

It's so powerful that it allows a baby to instinctively recognize their mother the second they come out of the womb. It plays an important role in falling in love. And it keeps us away from potentially hazardous situations.

When Jennifer Revello founded Averal, she knew the scent of each soap mattered as much as its moisturizing, healing, and nourishing properties. She wanted the soaps to offer a full experience of self-care — much like walking into a spa, where you are first welcomed by a beautiful aroma.

At Averal, the scents are often tied to the seasons, and to the sensations they evoke in every person who uses the soaps.

Scent takes a direct route to the oldest part of the brain. Every time we smell something familiar, the feeling rushes back.

Scents Through the Seasons

Winter

Winter calls for warmth and comfort — scents like argan oil and honey. Honey is well known for promoting calm, relaxation, and restful sleep. It also has anti-inflammatory and regenerative properties that soothe irritated skin and support the respiratory, lymphatic, circulatory, muscular, and immune systems.

Dating back more than 4,000 years, honey has a sweet floral scent and is one of nature's richest sources of antioxidants. Throughout history it has been used for its antibacterial, soothing, and healing properties — and for the natural glow it lends to skin.

Spring

For spring, there's nothing better than the smell of fresh flowers like jasmine or rose. With an exotic and sweet scent, jasmine is known to promote confidence, optimism, and creativity — and stands as a symbol of personal growth and transitions, much like spring itself. Rose boosts confidence, self-esteem, and mental strength, and is commonly considered an aphrodisiac.

Summer

Summer is the time for fresh scents like lemon verbena and mint. Native to South America, lemon verbena has a citrusy smell and was once used as a medicinal herb for its high antioxidant content and anti-inflammatory properties. Mint helps relieve headaches and provides relief from nasal and respiratory congestion. It also nourishes dry skin and soothes irritation.

Fall

Fall — the gentle transition between summer and winter, full of glowing warm light, rainy days, and rusty colors — is associated with coconut and vanilla at Averal. Coconut is one of the most well-known healing oils in the worlds of aromatherapy and homeotherapy. With its sweet yet fresh scent and incredibly nourishing capabilities, coconut is just like fall: warm, inviting, full of comfort and tranquility.

Vanilla is the second most expensive spice in the world after saffron, and for good reason — it has been treasured for centuries, since the height of the Aztec empire. With its rich history, floral-sweet scent, and calming properties, vanilla creates positive associations and evokes feelings of warmth and happiness.

With so many scents available, it's easy to get lost in a world of fragrances and aromas. The right soap can do more than cleanse — it can bring back beautiful memories while soothing and nurturing the body and soul.

Avec gratitude,

Averal Provence

LA SAVONNERIE DE PROVENCE