Nue Co. Mind Energy scent aims to fight brain fog
When The Nue Co. launched its Forest Lungs fragrance last year – a scent inspired by the scent of being outside in the woods – the brand was wildly successful. Scent (or as the brand likes to call it, a âscent supplementâ) was meant to do more than just make you and your space feel woody. Through the very specific blend of notes (vetiver, cedarwood, benzoin, pine, patchouli and bergamot, in this case), The Nue Co. aimed to mimic the effects of phytoncides, which are the molecular compounds produced by trees that can have positive benefits for human mental and physical health, like reducing stress.
It is not possible to determine whether a Forest Lungs spray affected people’s cellular activity in the same way as phytoncides (the brand conducted subjective but not quantitative consumption tests), but based on the speed at which which the scent flew off the shelves, he made one thing clear: people were obsessed with the scent and how it made them feel (this editor included … I’m looking at a bottle of it on my desktop while I’m typing this).
Fast forward a year later, and the brand now aims to boost our mental energy with the launch of its third fragrance, The Nue Co. Mind Energy ($ 95). Housed in a vivid ruby ââred bottle, Mind Energy contains notes of clary sage, juniper, pink pepper and cloves, creating a fresh but pungent scent that is meant to invigorate your mind when you encounter brain or mental fog. . exhaustion; or as anyone who has worked in an office environment will know, the 3pm crisis.
âThis is our third fragrance, and we developed it a long time ago,â Jules Miller, founder and CEO of The Nue Co., told POPSUGAR. ‘needing a scent, or really anything, to concentrate. That was before COVID, then after COVID, the feedback we were getting from our customers is that mind fog is something people have really hard. ”
Like Forest Lungs, the Mind Energy fragrance is also based on the conclusions of a scientific study, this one resulting from the Brain and Behavior Lab of the University of Geneva and sponsored by the French perfume company Firmenich. The study ran for about five years in 20 different countries and used MRI scans to examine the impact of smells on brain function by examining people’s reactions to certain smells and identifying the chemical reactions in the brain triggered by those smells. âWe wanted to see if we could create something more invigorating and induced energy,â Miller said. “So as part of this research, we basically extracted the notes and the ingredients that lent themselves to the brain simulation and the invigorating of mental energy.”
So, does Mind Energy really help clear brain fog and stay alert? While the scent’s notes were all found by the study to help with alertness, no quantitative data was collected on the scent as a whole. The brand, however, conducted consumer trials over a 30-day period and found that 86% of those surveyed said they had an increased level of focus, 76% of those surveyed felt more alert, and 76% of those surveyed felt that their level of productivity improved. I’ve been spraying it for the last couple of weeks throughout the day, and it’s definitely an uplifting scent. Spray Forest Lungs and you start to feel calm and zen. Spray Mind Energy, and when it hits your nose, it’s essentially the fragrant equivalent of opening the blinds to let the sun in the room or taking the first puff of coffee in the morning.
In terms of classic scent, the scent is fresh and peppery but also has a sweet, soapy quality of juniper. While they are two very different scents, Mind Energy has the same earthy quality as Forest Lungs. They are not sparkling, luminescent flowers or sweet gourmet scents. They have a natural quality – as if they came out of the earth rather than produced in a perfume lab.
While the scent’s notes were inspired by the results of a scent and brain study, it’s important to note that this is a singular study in an area that needs more research around it. . “In this case, any claim that these smells do something scientifically extraordinary should be treated with extreme skepticism – there is nothing magical about it,” Oliver Robinson, professor of neuroscience and science. mental health at University College London, Recount Stunned in an interview on launch. “On the flip side – as someone who studies anxiety, depression, and other mental health issues – smells are meaningful and important to people. It can relax them, make them less stressed, and do all of them. kinds of things. ”
And that’s really what perfume is, isn’t it? Whether it is a perfume developed by a celebrity that smells of vanilla and amber or a perfume supplement created by a wellness brand, what is undeniable is that the scent affects our mood and state of mind – and The Nue Co. quickly shows that it’s doing a hell of a lot of good. work of it.
Image source: The Nue Company.