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28 June 2025

The Scent of Memory: How Gehwohl Connects Foot Care with the Proust Effect

A woman wrapped in a towel is smelling lavender and has a Gehwohl cream tube placed beside her.

Timed with the Internationaler Tag des Duftes (International Day of Scent) on June 27, foot care brand Gehwohl released insights into how scent influences wellness, memory, and even product perception. This date, while still emerging in global recognition, emphasizes a broad appreciation of scent in everyday life, from essential oils to natural aromas that shape our emotional landscapes. It stands in contrast to International Fragrance Day on March 21, which centers more narrowly on perfumes and their artistic and scientific significance, often marked by industry promotions and perfume-focused experiences. In comparison, the International Day of Scent draws attention to the wider world of olfactory experience—from lavender in hand cream to the smell of the forest after rain—focusing on the emotional and physiological effects of scent in all forms.

The German company Gehwohl, founded in 1868 and a globally known name in foot care, offering medically oriented creams, balms, and therapeutic baths in over 50 countries, used this occasion to explore how scents—especially essential oils like lavender and rosemary—can evoke memories and subtly influence how products feel on the skin. Central to their message was a phenomenon from literature and psychology alike: the Proust Effect.

Literary Foundations: Proust and the Scent of Time

The Proust Effect owes its name to French author Marcel Proust, whose monumental seven-volume novel À la recherche du temps perdu—translated into English as In Search of Lost Time or Remembrance of Things Past—examines how sensory impressions, particularly taste and smell, involuntarily trigger vivid memories. A famous scene features the narrator dipping a madeleine into tea, which releases a flood of childhood memories. Proust's rich descriptions of scents, clothing, and atmosphere are not merely aesthetic but deeply sociological—marking class distinction, identity, and transformation.

This makes the novel a key reference in fashion sociology, where clothing and scent are understood as markers of social order and emotional experience. In Proust's world, what someone wears or smells like is often a portal to a former life or a mirror of changing identity. Scents, much like garments, are coded symbols in his intricate study of memory, perception, and time.

Scent Science: The Proust Effect in Psychology and Care

In psychology, the term 'Proust Effect' or 'Proust Phenomenon' refers to the vivid and emotional recollection of autobiographical memories triggered by specific scents. Unlike visual or auditory stimuli, olfactory signals bypass multiple processing centers and travel directly via the olfactory nerve to the limbic system, the brain's center for emotion and memory.

Gehwohl's head of product development Dr. Andreas Fitzner notes that this direct connection helps explain why fragrances such as vanilla, lavender, or sunscreen can immediately transport us to specific places—grandmother's kitchen, a beach vacation, or childhood summers. "When I smell vanilla, I might think of pudding at my grandmother's house," Fitzner notes. "It's about emotionally charged associations."

This sensory-emotional link also affects wellbeing. According to a study by the University Medical Center Freiburg and the Institute for Frontier Areas of Psychology, pleasant scents can improve learning capacity and regulate mood. Essential oils, therefore, aren't just pleasant additives—they can have real cognitive and physiological impacts.

Scents of Wellness: Rosemary, Lavender, and the Option of None

Gehwohl has long incorporated scent into the formulation of its products. Its use of lavender in regenerating night creams helps induce calm, signaling the body to relax. Rosemary, on the other hand, offers a more energizing effect. Found in revitalizing foot baths or invigorating creams, rosemary has been linked in scientific literature to enhanced focus, circulation, and mental clarity.

But Gehwohl also recognizes that scent is subjective. Some prefer fresh citrus notes from lemon oil or menthol, while others want a neutral, clinical profile. "Scents are a matter of personal taste," Fitzner says. What one finds refreshing, another may find overpowering. That's why Gehwohl offers a broad spectrum of scent profiles, including unscented or neutral options—a nod to changing demographics and the growing awareness of fragrance sensitivities.

Final Notes: The Changing Nature of Scent and Self

Scents are not static. Preferences shift with age, season, and setting. A fragrance that evokes joy in winter may feel out of place in summer. What comforts us during stress may differ from what we seek in calm. Gehwohl's inclusion of both aromatic and unscented products reflects a wider truth: scent is both a personal choice and a dynamic part of identity.

While the Internationaler Tag des Duftes on June 27 highlights the cultural and emotional significance of scent, in reality, every day is a scent day. With each breath, we encounter aromas that influence our mood, memory, and sense of wellbeing—often without noticing. As Gehwohl's approach shows, personal care can be more than skin deep—it can tap into memory, mood, and even social meaning. In the quiet daily ritual of foot care, the right scent can make all the difference between routine and remembrance.


Image: A woman wrapped in a towel is smelling lavender and has a Gehwohl cream tube placed beside her. Photo: Drobot Dean | stock.adobe.com, licensed by Eduard Gerlach GmbH for editorial use.