Jonas Olofsson, professor and director of the Sensory Cognitive Interaction Lab at Stockholm University, is a passionate olfactory advocate who believes “the sense of smell, often unnoticed, influences so many of the most important parts of our lives.” In The Forgotten Sense: The New Science of Smell—and the Extraordinary Power of the Nose, he offers a fascinating overview of this understudied, underappreciated sense and makes a convincing case for bringing our noses to the forefront of research, culture and everyday life.
Conventional wisdom indicates animals are superior sniffers, but at the 2015 Association for Chemoreception Sciences annual meeting, “the old myth was blown out of the water,” Olofsson writes. “Humans were more sensitive than other animals to the vast majority of odor molecules.” Certainly, “Dogs are the olfactory kings of the animal kingdom,” but “we humans actually perform so well in the smell tests that we can even give dogs a run for their money.”
The author also explores culturally prominent scents like Sweden’s “polarizing” sour herring and durian, “the stinking fruit, or as it is called in Southeast Asia, the king of fruits.” He looks at aroma-centric professions (chef, sommelier, perfumer) and pulls back the curtain on scent marketing. Ever enjoyed florals in a hotel or followed your nose to a Cinnabon? Oloffson adroitly explains the corporate strategies that rely on an aroma’s ability to trigger memories and emotions and influence our choices.
In a section on health, he notes that, as for 2022, the COVID-19 pandemic “might have left 20 million people with a permanently impaired sense of smell” and discusses the physical and psychological effects of anosmia, from loss of appetite to a “strong sense of loneliness when you can no longer share the olfactory worlds of others.”
All the more reason, then, to consider his recommendation for brain-boosting “smell training” that could improve quality of life for professional sniffers and regular folks alike. After all, Oloffson writes, “Every smell is an intersection between our thoughts and our emotions.” The Forgotten Sense is an excellent, enthusiastic guide through “the little-known depths of scent and how it shapes us.”
