"Smell is a sense that bypasses the rational mind, thwarts all efforts of language to describe it, and reaches sneaky neural wiring directly into regions beyond thought," says Tania Sanchez (author of Perfumes: The A-Z Guide.) Ask anyone what their favourite smell is and they'll undoubtedly describe a memory that brings about an overall feeling of contentedness or security: the aroma of a log fire burning at Christmas, the scent of a baby's head during those first moments of nurturing, the fragrance of freshly cut grass on a summer's day. Perfume is an art, not a science, so it's open to our own experiences and interpretations; it's hard to pinpoint exactly what we're experiencing, so we describe a moment or memory as a way of processing that information. When we're breathing in a new fragrance or remembering a scent we used to douse ourselves in daily, it's not the top notes or undertones we're remembering - but way it made us feel. No brand evokes memories, emotions and long-lasting impressions quite like Jo Malone London, and their newest launch proves that there's always a new story waiting to be told.
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