Cathay Pacific. A return journey through scent.
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A Cathay Pacific study found seven out of ten Australians wished they had more ways to remember their holiday adventures in Hong Kong.
The idea was to provide a more meaningful way to remember a holiday than fleeting social media posts or a collection of photos that are often stored and forgotten.
To help explain the powerful connection between the brain and memory, the airline enlisted the expertise of Queensland Brain Institute researcher Dr. Oliver Baumann.
“Not only is smell our oldest sense, but it also has a direct link to the hippocampus – the main memory centre of the brain,” Baumann notes.
To capture the essence of Hong Kong through the sense of smell. A fragrance, ‘Parfums de Voyage’, was specially created by Australian fragrance expert Samantha Taylor of The Powder Room.
“I explored Hong Kong and immersed myself in its vibrant culture before designing the scent,” Taylor explains. “The resulting Parfums de Voyage fragrance has a fresh, clean top note inspired by the island's greenery, which dries down to a warm, peppery base note reminiscent of exotic spices and smoky incense.
“The scent is suitable for both women and men.”
“We’re always looking for meaningful ways to enhance our customers’ travel experiences,” says Rakesh Raicar, the airline’s Southwest Pacific general manager.
“Parfums de Voyage is a sensory souvenir we can give to our passengers to help them recall the special memories and moments they experience when traveling with us.”
Cathay Pacific passengers on selected Australian flights were gifted a bottle of limited-edition perfume to help them remember their holiday. And it’s not just the fortunate ones in first class who will receive this gift; the airline distributed the bottles among all passenger classes.
