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There are just some smells or scents that unlock a key memory.<\/p>\n
You sniff it and a rush of nostalgia hits you, transporting you back to a point in time.<\/p>\n
Well, remember the Yellow Pages catalogue? The smell as you flipped through the hundreds of pages in search of a trader to fix your plumbing, maybe a decorator to give your walls a fresh lick of paint?<\/p>\n
You might have been missing that nostalgic whiff since the giant catalogue was last delivered five years ago on January 2019 \u2013 but now, it\u2019s back.<\/p>\n
Yell has announced the launch of its Eau de Yellow Pages fragrance which it says is a \u2018timeless and familiar scent created to transport the mind and the senses to a time when the iconic yellow book was a mainstay of homes up and down the country\u2019.<\/p>\n
And it\u2019s sure to be good news for the 18,000 people each month who are clearly missing the iconic yellow book, with google searches still going strong after its 53-year-long run.<\/p>\n
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To capture the scent of a fresh copy of the Yellow Pages, the fragrance is made up of invigorating top notes of bergamot and a hint of lemon, followed by the rich, woody scents of cedar and musk, and with base notes of sweet vanilla. <\/p>\n
Yell claims the scents \u2018interact with one another to create a unique scent profile to awaken memories of leafing through a Yellow Pages or receiving a brand new copy on your doorstep\u2019.\u00a0<\/p>\n
The brand is due to launch a limited run of the perfume so we can experience the scent of the original Yellow Pages in 2023.<\/p>\n
Why is it such a satisfying smell? Scent and memory are connected and send signals to the part of our brain that links to emotion.<\/p>\n
The enjoyment experienced from the smell of a book is known as Bibliosmia.<\/p>\n
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Bibliosmia refers to the enticing scent experienced when opening up a book and is created by the chemical breakdown of compounds within the paper. <\/p>\n
Over 1 million tonnes of paper were used to produce the Yellow Pages \u2013 putting out nearly 1 billion copies and virtually 1 trillion pages over 51 years of print production.<\/p>\n
Sarah O\u2019Rafferty, head of public relations\u00a0at\u00a0Yell\u00a0commented: \u2018The books are no longer a mainstay of our lives, but the Yellow Pages had an unmistakable smell that still conjures up cherished memories. <\/p>\n
\u2018While the Yellow Pages have moved on, we knew we had to launch something to celebrate both its heritage and uniqueness. <\/p>\n
\u2018By creating the scent of the Yellow Pages, we can evoke the nostalgia of the iconic brand.\u2019<\/p>\n