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ails of their accident, how they ended up in the hospital or in many cases even their name.

Which is why the professionals at the Centre of Beauty, led by former psychotherapist Marie-France Archambault, decided to enter their patients’ pasts through their noses. Teaming up with the international fragrance company International Flavors and Fragrances, Archambault’s team has bottled more than 150 distinct aromas, including the aroma of the forest, grass, rain, the sea, chocolate and many others, and the CEW team runs what it calls olfactive workshops, in which it uses these fragrances to help patients regain memories they’ve lost.


Cover of Brandwashed