'Noses' find the sweet spot

WORLD OF SMELLS: PRODUCT AROMAS OFTEN DETERMINE WHAT ENDS UP IN SHOPPING CARTS

- 

In the laboratories of German fragrance and flavors giant Symrise, a citrus scent clings to the lab coats of trainees – "noses" who are learning the art of making things smell good.

These busy heroes of the world of smells and aromas shape the connection millions of consumers have with everyday items.

While at high-end perfume labels, olfactory artists create scents for luxury body sprays, Symrise's experts work on everyday products that might range from mint-flavored toothpaste to barbeque chips.

Smell – a powerful sense that can trigger emotions and memories – and aroma often decide which food or beverage, cleaning or personal hygiene product ends up in the shopping cart.

At Symrise's headquarters in Holzminden, a quiet town south of Hanover, each day at the company's in-house perfumery school begins the same way: sniffing out scents from dozens of tiny bottles while blindfolded.

Fragrances applied directly to the body have stricter regulations, said 27-year-old South African trainee Attiya Setai.