CEW worked with one former cosmetics company executive who had suffered a serious stroke. When probed by doctors, he remembered almost nothing about his past. Yet once the CEW team placed the smell of strawberry under his nose, the patient began speaking haltingly about his youth. For another severely impaired patient who had no recollection of his motorcycle accident, the mere smell of a street pavement was enough to ‘unfreeze’ his brain. Just murmuring the words ‘tar, motorcycle’ after sniffing the scent helped him take his first cognitive steps towards recovery. The CEW team has also worked with geriatric and Alzheimer’s patients who, after being exposed to fragrances from their childhoods, have shown ...
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