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Sea breeze, baking and cut grass top the UK's favourite scents

20th March 2014 Print

Natural scents such as a sea breeze (46%), cut grass (41%) and pine trees (39%) are amongst the top favourite smells according to a new survey commissioned by AirWick, the air freshener brand, to celebrate the launch of its new National Park collection.

As we officially spring into the season of blossom and bloom on 20 March, a sprightly slice of the outdoors such as freshly cut flowers, wood smoke, forests and the country air have also been favoured, along with rose, lavender and honeysuckle. Other more unusual outdoor smells stated include barbecues, rain, bonfires and even creosote on fence panels!

A spokesperson for the AirWick National Park range comments: “It is no surprise that the smells of nature top the list. Whether it’s that longing for fresh air, or a desire to be out in the great outdoors, scents can be highly evocative. The new AirWick National Parks collection is inspired by Britain’s breathing spaces and crafted by AirWick’s Master Perfumers to bring fresh and natural scents into the home.”

In fact, most of those surveyed selected their 50 favourite scents for the remarkable way in which they evoke feelings of nostalgia, or remind them of certain people and places. The outdoor scents of a sea breeze and cut grass, as well as fish and chips come up top in bringing back some of our fondest memories. Whilst more than half surveyed stated certain scents remind them of specific places, with favourites being the beach (62%), woodlands (47%) and countryside (43%).

“Specific scents can evoke wonderful memories and can make you feel happy. Smell is an incredibly powerful sense that strongly informs our mind-set and emotion. A scent can transport you to a faraway destination, remind you of a special person, take you back to your childhood, or remind you of a precise moment in your life,” says AirWick’s perfumer.

Confirming we are a nation of foodies, baking (44%) takes second place in the favourite scents poll (think of the mouth-watering allure of bread rising, cakes cooking and muffins cooling), whilst Britain’s best-loved takeaway of fish & chips (41%) takes fourth place. Who can resist the hint of salt and vinegar on a hot portion of battered cod and fries? Coffee (40%), bacon (34%) and the traditional Sunday roast (38%) also score highly on the league table. Scrumptious confections appear on the list too for their delectably distinctive fragrance (in order): lemons, vanilla, chocolates, cherries, coconuts, cinnamon and doughnuts.

According to the study, people also like to buy perfume (49%), candles (35%) and home fragrance (35%) to evoke happy memories. One fifth of people relate certain scents to their parents, while 38% say their partner has a recognisable ‘air’ about them. Astonishingly, 18% admit some smells remind them of particular work colleagues. Just under a quarter of adults can still remember how their ex-partner smelt, saying they could be easily identified by their aftershave (40%), or ‘natural smell’ (29%).

Other favourite ‘scent entries’ include the interior of a newly bought car, cigars, babies and a freshly cleaned house. Fresh linen, log fires, aftershave, new books and leather also feature on the top 50 list.

The new AirWick National Parks Fragrance Collection has been designed by AirWick Master Perfumers to capture the freshness of Britain’s ‘breathing spaces’. The collaboration also celebrates the nation’s iconic countryside landscapes and aims to raise greater awareness of Britain’s National Parks, helping to generate funds for vital heritage projects.

The AirWick National Parks Fragrance Collection for Spring/Summer comprises Yorkshire Dales (White Roses and Pink Sweet Pea), Exmoor (Sea Spray and Ocean Minerals), Peak District (Spring Breeze and Golden Lily) and Brecon Beacons (Wild Blossom & Fresh Mountain Dew).