Scents of grief: the haunting presence of a father's fragrance

Two years after his death, the smell of Imad's signature Sauvage cologne still haunts me. Everywhere I go, the familiar scent of bergamot, cedar and lavender transports me back to the moments I'd rather forget.

Unavoidable encounters

My father, Imad, succumbed to amyotrophic lateral sclerosis, a motor neuron disease that stole his ability to dress, dance, and even spritz his cologne before leaving the house. Sauvage was his finishing touch, carefully applied whether he did it himself or relied on others.

Now, malls, airports and billboards are plastered with Sauvage ads. It's reportedly sold every 30 seconds, with over 12 million bottles last year alone. The scent is impossible to escape.

The science behind scent memory

Lauren Rooney, vice president of fine fragrance marketing at DSM-Firmenich, explains the brain's limbic system directly connects scent to emotion and memory.