Speaker 1: I can always smell when someone's cheating, like if their
Speaker 1: husband and wife is to No, you can't, Yeah, I
Speaker 1: can if it's it's a cur Really, and.
Speaker 2: You're sure this should have been the start?
Speaker 3: Really now, really, really.
Speaker 4: Now, really hello, and welcome to really Know Really with
Speaker 4: day's Alexander and Peter Tilben, who remind you there is
Speaker 4: no sweeter smelled in success and ours depends on you.
Speaker 4: So if you enjoy our show, please subscribe. And speaking
Speaker 4: of sweet smells, this episode reveals the secrets of the
Speaker 4: forty billion dollars cent marketing industry. Internationally recognized olfactory expert
Speaker 4: Dawn Goldworm explains how smells can be used to influence
Speaker 4: our behavior and even manipulate us. What a Disney smellitzer
Speaker 4: is and how she's able to smell things we can't,
Speaker 4: like colors and shapes.
Speaker 5: And who you were with last night? Really no, really,
Speaker 5: now you're a Jason and Peter.
Speaker 6: I think today's topic is going to be something right
Speaker 6: up your rally, because.
Speaker 7: A nose isn't I'm just saying, I'm just saying I
Speaker 7: didn't anticipate that that's where we were going to start.
Speaker 7: And uh, by the way, you have a lovely, uh
Speaker 7: fragrance about you today?
Speaker 3: Are you wearing anything? Are you wearing I.
Speaker 2: Always wear something light. I know it's light like a light.
Speaker 2: I don't know.
Speaker 3: You don't know.
Speaker 2: I don't know you put it on, you know what?
Speaker 2: I have many different sense so I don't know. They're
Speaker 2: all good?
Speaker 3: And the other week? Do you do a cent for
Speaker 3: every day of the week?
Speaker 2: You're inquisitive?
Speaker 3: Is it a mood?
Speaker 6: A mood like George Costanzo would dress for his mood?
Speaker 3: Are you doing a mood?
Speaker 2: Know?
Speaker 8: No?
Speaker 2: I just I have certain sense that I like and
Speaker 2: I have them and I can you name one of them? No,
Speaker 2: I don't notice what they are. No, because when I
Speaker 2: run out of a scent, Yeah, I just try something different.
Speaker 2: I just like to try and.
Speaker 6: Am Well, you're you're an advertisements dream, aren't you. Most
Speaker 6: people by your age have decided grass is their toothpaste,
Speaker 6: their cold getting you.
Speaker 2: I should use like Polo for the rest of my life.
Speaker 2: That's right, And I'm then a ninety year old that
Speaker 2: smells like a dead Ralph Lauren Ralph lare No. I like.
Speaker 2: I like experimenting with sense, which is why today's today's episode. Yeah,
Speaker 2: very it's fascinating to me because you know, I read
Speaker 2: a lot and I knew kind of that, like Disneyland
Speaker 2: has Smellitzers. And then I saw the really, no, really
Speaker 2: is that the upcoming trend is digitizing smell. And I
Speaker 2: started to go deep and I saw they're trying to
Speaker 2: do smells in virtual reality now. And then I saw
Speaker 2: that everybody and their brother is trying to come up
Speaker 2: with a scent because it can be so powerful. So
Speaker 2: we wanted to get on somebody, and you did it.
Speaker 2: Who was an expert?
Speaker 3: You did it?
Speaker 6: As woman is the co founder and knows or Scent
Speaker 6: director of her Olfactive branding company twelve twenty nine. I
Speaker 6: believe it's like a date maybe, and it uses the
Speaker 6: visceral language of scent to transform brand building in the
Speaker 6: actual buildings where clients reside. She spent five years in
Speaker 6: per Hunry School. I spent two years in acting school.
Speaker 6: What she does better than I do? What I She
Speaker 6: also has a master's degree at New York University, where
Speaker 6: her thesis focused on oh Factory branding. Our guest today
Speaker 6: ms Don Goldworm, Hi Don, Hi, how are you smell?
Speaker 2: Are you? Are you there?
Speaker 6: Because you don't want to either give us your fragrance
Speaker 6: or chance, the fact, whatever the hell Peter's wearing.
Speaker 3: You just don't want to be abused by it.
Speaker 1: I try to keep a screen between me and most
Speaker 1: people that I don't know to smell that.
Speaker 2: Well, let's jump in, we'll jump into that if you
Speaker 2: can explain, because this is fascinating to start with this,
Speaker 2: explain what sinnith synesthesia is that you and your sister
Speaker 2: both have well, how do you say it?
Speaker 8: Synesthesia?
Speaker 2: Synesthesia? Because this is this is this launches the whole deal.
Speaker 1: I guess synesthesia is a particular way of seeing the world.
Speaker 8: They used to think it was a disease.
Speaker 1: But essentially, as you get inputs, sensorial input, your brain
Speaker 1: doesn't codify it or understand it the way most people's does.
Speaker 1: So for instance, some cinistiats when they hear music, they
Speaker 1: taste it.
Speaker 2: Oh, I have.
Speaker 1: Right, Or so when you some people see letters and
Speaker 1: numbers and they don't actually see them as black and white,
Speaker 1: they see the colors. So there's various different types of
Speaker 1: sinacs there. What I have five different types of synaseeses.
Speaker 1: So my life is kind of like an LSD trip
Speaker 1: at all times, Like I'm constantly getting input and it's
Speaker 1: coming out in the wrong directions. Fortunately for me, smell
Speaker 1: synesthesia is actually the only synesthetic effect that's not subjective,
Speaker 1: which means that when I smell something and I automatically
Speaker 1: see a color, everyone else in the world, if you
Speaker 1: give them a color board, will choose the same color.
Speaker 8: Really, I just do it all.
Speaker 3: Wow, Let me just test this a little bit.
Speaker 6: So if I if I were to pass essence of
Speaker 6: rose under you, you would see.
Speaker 1: I see well, I would see pink, green, red, yellow,
Speaker 1: and brown.
Speaker 8: You would probably see pink.
Speaker 3: I would probably that's what I was thinking. I would
Speaker 3: see pink.
Speaker 6: And if I if I put the smell of garlic
Speaker 6: under you, what do you see?
Speaker 8: That's interesting. So food has a different association.
Speaker 1: So all factive preferences, which are what we like and
Speaker 1: what we don't like, are built through culture, generation and
Speaker 1: living environment, and food is a.
Speaker 8: Big part of that.
Speaker 1: So the globalization of food and how it moves and
Speaker 1: what you're exposed to can change your color association.
Speaker 8: So we tend not to do it with food. We
Speaker 8: do it with things that are pure factants.
Speaker 1: So things that you just smell that you don't you
Speaker 1: don't retronasally put into your mouth and understand. Meaning you know,
Speaker 1: there's automolecules everywhere, So if you smell them with your nose,
Speaker 1: that's what we play this game with, not which you
Speaker 1: would smell through your mouth.
Speaker 2: Right, some lawn grass.
Speaker 8: What do you see the grass we do it with.
Speaker 1: So if you give someone haxanol, which is the smell
Speaker 1: of grass, it's a synthetic molecule that we recreated. This
Speaker 1: smell like grass because we can't get anything out of grass.
Speaker 1: Everyone says it smells green.
Speaker 6: Obviously, yeah, is that because of the amount of chlorophyll
Speaker 6: that's in plant material?
Speaker 3: Is that? Do we associate chlorophyll with a green color?
Speaker 8: With green? You know?
Speaker 1: So we don't completely understand why this color and smell
Speaker 1: association exists in.
Speaker 8: Humans because obviously we don't know if it exists.
Speaker 1: In animals so much because we're not allowed to cut
Speaker 1: open the human brain. But what we seem to understand
Speaker 1: if it's some kind of young in our typical response,
Speaker 1: and about ninety seven percent.
Speaker 8: Of people globally have it.
Speaker 1: So we've done tests all around the world to understand
Speaker 1: if you give people a color board, even if you
Speaker 1: give them crayons, or paint. Everyone colors the same picture given. First,
Speaker 1: we start with raw materials like rose, like veterver, like mandarin,
Speaker 1: things that people might know, and then we go into
Speaker 1: simple formulas to see if it still happens the same way.
Speaker 1: And what's even more fascinating is as you do different generations,
Speaker 1: if someone likes what they're smelling, there'll be something called
Speaker 1: the hedonic.
Speaker 8: Skew, so they'll use colors they like.
Speaker 1: And with Instagram and Facebook and phones, people use more
Speaker 1: blue and purple just because they like blue and purple
Speaker 1: based on social media.
Speaker 2: There's so much I want to ask you. Let's go
Speaker 2: to the digitization first, is that, in fact happening. Are
Speaker 2: we minutes away from seeing a picture on a phone
Speaker 2: and smelling what that picture is? Because I heard they're
Speaker 2: trying not only to do that, but when you get
Speaker 2: it closer to your nose that the rose gets more powerful.
Speaker 2: You're laughing. So it's enough.
Speaker 8: About ten years ago, so I meditated in the morning.
Speaker 8: About ten years ago.
Speaker 1: So I was sitting in meditating, and I just moved
Speaker 1: back from Paris and we were starting this company in
Speaker 1: our apartments.
Speaker 8: I'm sitting in meditating.
Speaker 1: I pick up my phone when I'm done, and there's
Speaker 1: an email from a friend of mine who's a very
Speaker 1: famous perfumer, and he sends me an emails saying Google's
Speaker 1: finally figured it out. Google Nose is launching now, and
Speaker 1: I runt my computer in the living room and I'm
Speaker 1: trying to download on my phone.
Speaker 8: It's not working. I'm not really good with tech, but
Speaker 8: I'm trying to hoload it.
Speaker 1: On my screen and I'm going like this and I'm
Speaker 1: trying to smell the screen, and my sister comes in,
Speaker 1: my identical twin sister who I started the company, was
Speaker 1: just like.
Speaker 8: What are you doing? And I was like, Google nos
Speaker 8: it's happening. I just can't get it to download.
Speaker 1: And scroll down to the bottom and it says you
Speaker 1: either don't have the latest software or maybe it's just
Speaker 1: a book fool's day.
Speaker 9: Oh, And my sister is like, why did you think
Speaker 9: all of this sudden? The entire palette of fragrance ingredients
Speaker 9: was in your computer and you'd be able to smell it.
Speaker 8: And I was like, I have no idea.
Speaker 6: Because, as far as you know, fragrance would not be
Speaker 6: able to transmit electronically.
Speaker 8: Right.
Speaker 3: It's a chemical, So there.
Speaker 1: Are phones that Japan manufactured, ah, this must have been
Speaker 1: about ten years ago that do a metodor. They put
Speaker 1: fragrance materials in the back of the phone and they
Speaker 1: used heat so that when someone calls you, you know,
Speaker 1: heat would activate the molecules and they would become airborne
Speaker 1: and viatol and you could smell them.
Speaker 8: So it's totally possible.
Speaker 1: But it's not that the technology to transmit this information
Speaker 1: isn't there. We have that electronically. What we don't have
Speaker 1: is a way to put the actual fragrance ingredients in
Speaker 1: the machine to get it, because first of all, it
Speaker 1: has an expiration. They you know, it's it's delicate, it's sensitive,
Speaker 1: like what levels would we.
Speaker 8: Put it at?
Speaker 1: Which chemicals do we feel are safe in the hands
Speaker 1: of consumers, Like it's it's yeah, we're not even close.
Speaker 2: So aside from that, part of this was about the
Speaker 2: fact that the New York Times has said that more
Speaker 2: and more industries that you would never suspect would be
Speaker 2: using scent marketing and a couple that with scent is
Speaker 2: so powerful it can increase customers spend by twenty percent.
Speaker 2: Sometimes I've read about food markets to pipe at a
Speaker 2: gas station piped in coffee smell and took their coffee
Speaker 2: sales up three hundred percent. But the weirdest one for
Speaker 2: me was shoe department. They tested shoes in one room
Speaker 2: and another one was sent and whatnot, and the amount
Speaker 2: of people that actually purchased the shoes in the scented
Speaker 2: room was through the room. The number was insane. Are
Speaker 2: this that accurate? Is that storytelling?
Speaker 8: So we don't do hard ROI. But what we do
Speaker 8: test is loyalty.
Speaker 1: So when we work with a brand versus an unsent
Speaker 1: environment and then when it becomes scented, the.
Speaker 8: Way we test loyalty is people start coming and asking.
Speaker 1: They said, you know, I've been here a few times
Speaker 1: and I just love the experience I'm having and it
Speaker 1: smells so good. Can I bring that home? And then
Speaker 1: you start getting asked over and over again, can I
Speaker 1: bring this mall home? Can I bring this mall home?
Speaker 8: And we work with banks.
Speaker 1: If someone wants to bring the smell of a bank
Speaker 1: to their house, I think.
Speaker 8: You did a good job.
Speaker 2: You're sitting in here living room somebody else make a deposit.
Speaker 3: Wow, But you also did.
Speaker 6: I read that you helped Nike develop a signature scent
Speaker 6: for their stores.
Speaker 8: We did.
Speaker 1: We worked with Nike for many years pre covid. Nike is,
Speaker 1: you know, arguably the biggest brand in the world. It
Speaker 1: is not one of the biggest, so their target market
Speaker 1: is huge. How do you create a scent for everyone
Speaker 1: in the world? And so I look at their target
Speaker 1: profile and I said, okay, what combines all of these
Speaker 1: different groups of people from feet my sister's son to
Speaker 1: my grandmother to like guys that go to the gym,
Speaker 1: to skateboarders, like everyone all over the world. And what
Speaker 1: it was is it was through sport. And so we
Speaker 1: did the smell of a soccer cleat and dirt. There
Speaker 1: was a dirt molecule, a grass molecule, the smell of
Speaker 1: the shoe. We did basketball as it gets oily from
Speaker 1: your hands. You remember that smell, the smell of a
Speaker 1: basketball sneaker as it skids on the basketball court. That
Speaker 1: sound has a very specific smell. When you work out
Speaker 1: at the gym, you're sweat mixed with the rubber that
Speaker 1: they use on those machines. And then specifically a pair
Speaker 1: of Air Force ones when you open the box, not
Speaker 1: Air Jordan or Airmax, but Air Force ones.
Speaker 2: It's a specific related. Now, Okay, I used to be
Speaker 2: an advertising. You present your creative to the company, and
Speaker 2: again you do all the work up front, and then
Speaker 2: you create, you send to three people who are deciding
Speaker 2: or the chairman's wife. It's really subjective. So you may
Speaker 2: have done the right work. How do you sell it
Speaker 2: to the company so that somebody there who has no
Speaker 2: idea about this stuff? I mean like we're sitting here
Speaker 2: in a gape going, oh my god, I can't believe
Speaker 2: this stuff. How do you sell that person who has zero,
Speaker 2: zero information on this and convince them to say.
Speaker 1: Yes when the scent comes back. There's hundreds of people
Speaker 1: sometimes that.
Speaker 8: Have to reprove it right. So how do we do
Speaker 8: that right?
Speaker 1: Well, your old fact of preferences are not subjective, like
Speaker 1: you think you like what you like.
Speaker 8: Now.
Speaker 1: I heard you talking about the colonial wear and you're
Speaker 1: a butterfly. We call you a butterfly. You're constantly picking
Speaker 1: a new one, and you think, well, my sense is
Speaker 1: smell is my own, and it's not as good as
Speaker 1: my friends, or it's different than my wife's. But that's
Speaker 1: actually not necessarily true. So our old facts of preferences
Speaker 1: are based on our childhood, which is conditioned by our generation,
Speaker 1: our living environment, and our culture. And then there's so
Speaker 1: many smells within those first ten years of life, from
Speaker 1: laundry detergent to floor cleaners, to perfume that's around you,
Speaker 1: to food, to childhood toys, sun toime motion baby products.
Speaker 1: All of these smells build your all factor memory, which
Speaker 1: houses all of your emotions as well, so they become
Speaker 1: all linked together to create your idea of the world
Speaker 1: for the rest of your life. And that's what we
Speaker 1: tap into when we create a smell for a large
Speaker 1: group of people. And so everyone that smells the strength
Speaker 1: of Nike, for instance, not only they know it's Nike now,
Speaker 1: but everyone that has to reprove it was like, oh, yeah,
Speaker 1: this is always small.
Speaker 3: Wow.
Speaker 6: I heard you say in a in a Ted talk
Speaker 6: that babies in utero can smell the food their mothers eat.
Speaker 8: Isn't that amazing?
Speaker 2: And is that so?
Speaker 6: I guess that's part of that building of preferences and
Speaker 6: emotional and responsible.
Speaker 1: Well, if your mother eats a lot of onions, then
Speaker 1: you tend not to like onions when you get.
Speaker 2: Out, really, but yeah, when you get out, what's the
Speaker 2: most unique? Like I'm looking at financial service USUS Internet
Speaker 2: screaming services, you know, on and on and on. Are
Speaker 2: there anything you go? Yeah, that's an insurance guy. Can't
Speaker 2: do an insurance company because that doesn't that doesn't evoke
Speaker 2: a smell for me, or do you go? Of course
Speaker 2: I can tax it's the smell of a car wreck.
Speaker 2: You know, there's there's threatening So is there anything that's
Speaker 2: that flamoxes you where you go? I can't do that?
Speaker 2: And insurance? Can you do insurance?
Speaker 8: Sure? I mean there is smells around us at all times.
Speaker 8: There is never a situation you're in where there is
Speaker 8: not a smell. Now, there may be situations where you
Speaker 8: can close your eyes and not see anything. You can
Speaker 8: close your ears and pretend like there are background noises.
Speaker 1: You know, you cannot touch anything, so you don't have
Speaker 1: any sensation on your skin or putting anything in your
Speaker 1: mouth to have flavor. But you can never turn off
Speaker 1: your nose, not even when you're sleeping. So everything has
Speaker 1: a smell. Whether we want to give it a smell
Speaker 1: or not is another story.
Speaker 2: But yeah, sure, So what was the most unusual scent
Speaker 2: you were ever asked? The bespoke scent where somebody came
Speaker 2: to you and said, you do this.
Speaker 1: What do I want to mention? I've been asked to
Speaker 1: do all sorts of interesting projects.
Speaker 2: Come on, John, give it up.
Speaker 1: I want to mention on film. I've been asked to
Speaker 1: recreate the smell of people, various different parts of people,
Speaker 1: different body fluids. I've been asked to recreate the smell
Speaker 1: of someone's nightmare. I've been asked to recreate the smell
Speaker 1: of a horse's mouth, a puppy, puppy's breath.
Speaker 6: You've done signature perfume sense for celebrities?
Speaker 2: Yeah?
Speaker 6: Yes, is that a What is the process of that?
Speaker 6: You've done signature perfume sense for celebrities?
Speaker 2: Yeah?
Speaker 3: Yeah, is that a What is the process of that?
Speaker 6: Do they talk about their lifestyle, that they talk about
Speaker 6: their dreams? How do you start to cobble together something
Speaker 6: that becomes someone's signature scent?
Speaker 1: Well, so, when you work with a person, it's not
Speaker 1: so dissimilar to work with a brand.
Speaker 8: It's just people are a little bit more.
Speaker 1: Complex because they're not manufactured as such to communicate as easily.
Speaker 8: And so when you're sitting down with a.
Speaker 1: Celebrity and you ask them, you know, you have to
Speaker 1: get to the essence of who they are and depending
Speaker 1: on what they do for work. Sometimes that's a way
Speaker 1: in So when I worked with Lady Gaga, you know,
Speaker 1: I asked for about our music. I said, what does
Speaker 1: your music look like? What's the color, what's the shape,
Speaker 1: what's the temperature? How does it flow? If I had
Speaker 1: to draw your music, what would it look like? What
Speaker 1: is the emotion? How do you want people to feel?
Speaker 1: What does it mean to you when you're creating your music?
Speaker 1: You know, So you go into this. It's really a
Speaker 1: psychological process to really understand the essence of them so
Speaker 1: you can translate into a smell And.
Speaker 2: Did she okay? So when you did that for her,
Speaker 2: is she immediately your first your first result that you
Speaker 2: gave her to sample? Did she go? You got it?
Speaker 2: I get it?
Speaker 8: Yeah.
Speaker 1: I was still in house at Cody at the time,
Speaker 1: and they had me work on a variety of directions
Speaker 1: before I met her. So I brought a bunch of
Speaker 1: directions and she wasn't into any of them, and so
Speaker 1: I asked her this process. I started asking all these
Speaker 1: deep questions about herself. And then I left for a
Speaker 1: month and I came back with two directions and she
Speaker 1: couldn't decide which one she liked more.
Speaker 8: Wow, She's like, oh my god, is that am I?
Speaker 2: This one?
Speaker 8: This one, this one? And she was obsessed with both
Speaker 8: of them.
Speaker 1: It's just it's her translated into a smell without giving
Speaker 1: you like the whole process.
Speaker 3: Sure, yeah, yeah.
Speaker 2: Do people come to you and say, we want to
Speaker 2: increase productivity, What sent can you pipe into this building
Speaker 2: through the h vract to make people more productive?
Speaker 8: They do.
Speaker 1: Yes, you know, there's a line where it can be
Speaker 1: a little bit manipulative, and I try not to cross that,
Speaker 1: but it really, really really want your employees to be
Speaker 1: more productive.
Speaker 8: Maybe you should incentivize them more, but.
Speaker 2: It really it is. But you're saying, there is that
Speaker 2: potential someone could do that?
Speaker 8: Oh? Absolutely yeah.
Speaker 6: And conversely, because I know, or at least I think
Speaker 6: I know, that the military at some point and maybe
Speaker 6: they still are, was playing with a a scent weapon,
Speaker 6: some sort of some sort of smell that could be
Speaker 6: projected that was supposedly so terrible it would incapacitate anybody.
Speaker 1: So I can tell your story from World War Two,
Speaker 1: the Defense Department thought they were clever and wanted to
Speaker 1: create an all factive weapon, and they did, and they
Speaker 1: used it and it did not work. Now they have
Speaker 1: all factive weapons today that do work. But at the time,
Speaker 1: and this is kind of funny, they thought if they
Speaker 1: just sprayed the smell of poop on their enemy that
Speaker 1: they would just go away running.
Speaker 8: They'd be like, oh my god, just run away.
Speaker 1: Now a Marins have a profound reaction to the smell
Speaker 1: of defecation. Like we teach children that it's a bad
Speaker 1: smell that doesn't happen in the rest of the world,
Speaker 1: and so no one thinks the smell is bad.
Speaker 8: And so when the defense department said.
Speaker 1: Hey, we're so clever, let's just throw the smell on
Speaker 1: our enemy, nothing happened.
Speaker 2: They went, oh, oh nice, what are the I'm looking
Speaker 2: at a list of the ten worse smells, and you
Speaker 2: just the poo thing was fascinating because, like you said, culturally,
Speaker 2: it doesn't exist in other cultures. Are there universal bad
Speaker 2: smells other than that?
Speaker 1: No, So the only universal bad smell is the smell
Speaker 1: of a dead body. There is one universal good smell though.
Speaker 1: On the flip side, can I take a bet?
Speaker 3: I think I know what it is, do it?
Speaker 6: I'm guessing if it's universal, it's something like a citrus
Speaker 6: smell some sort of orange or lemon kind of thing.
Speaker 2: Can I say baked bread? And that seems possibly universal? No,
Speaker 2: so neither.
Speaker 1: The only universal smell that everyone likes is a chemical
Speaker 1: called vanolin because it naturally occurs in breast milk and
Speaker 1: it's reproduced if someone's bottle fed, and so everyone likes vanilla.
Speaker 2: Vanilla, But then, okay, vanilla, please please go with this.
Speaker 3: Let's see if she knows.
Speaker 6: Okay, So if the expert knows with vanilla, what a
Speaker 6: way to go out?
Speaker 8: I see my next formula in my future.
Speaker 6: John, do you know where vanilla comes from? When it's
Speaker 6: not the bean? Do you know where else they get
Speaker 6: vanilla from? Because in the history of our show we
Speaker 6: have found out where.
Speaker 1: In the fragrance industry we get vanilla from two places.
Speaker 1: We either get it from the orchid from the bean.
Speaker 1: Are we created in a lab?
Speaker 6: No, there's another source. Are you ready to change your work?
Speaker 6: You gonna change your world? It has an animal source.
Speaker 8: Oh, then we definitely don't use it. We don't.
Speaker 6: It is it comes from the anal glands of a beaver.
Speaker 1: Oh that's historian. That's in the same category. But it's
Speaker 1: not the same ingredient. It smells different.
Speaker 3: Apparently our entire No, no, no, no, no.
Speaker 2: What I love about it? You're accurate, But she goes, yeah,
Speaker 2: this is the kind of so before we go, last
Speaker 2: thing looking at us? Really? No, really, what scent do
Speaker 2: you get? Yeah? Really?
Speaker 3: No, really?
Speaker 2: What's there putting out there?
Speaker 1: I think that if I was sitting with you, i'd
Speaker 1: be able to smell what you eat in today. I
Speaker 1: think i'd definitely be able to smell your laundry detergent.
Speaker 1: I'd be able to smell if you have any pets.
Speaker 1: They can normally smell if people have pets, and maybe
Speaker 1: your wives.
Speaker 3: Yeah, wow, wow, I I you know what. She scares me.
Speaker 2: Just by the way, by the way, I'm not going
Speaker 2: and I can smell when you eat?
Speaker 3: I can.
Speaker 6: I would like to know have the thing I ate
Speaker 6: last night being repeated now, I would be so wow.
Speaker 2: Really onion rings and uh and what you know?
Speaker 8: Wow?
Speaker 2: Wow, yeah, it's think of it. Yeah.
Speaker 8: The people have dated to take a lot of showers.
Speaker 8: I always thought it was their issue.
Speaker 3: Do they do?
Speaker 2: They cheat on you in the sense, not cheating with
Speaker 2: somebody else, but they cheat on their smell. So until
Speaker 2: the fifth date, you don't find out they're real.
Speaker 3: Yeah, done today. I'm gonna win.
Speaker 8: When someone's cheating, not on me.
Speaker 1: I mean I can tell people like if their husband
Speaker 1: and wife is no, you can't, Yeah, I can.
Speaker 2: If it's this should have been the start, you know,
Speaker 2: really of this episode.
Speaker 6: Right forget we haven't get your phone.
Speaker 3: It's done.
Speaker 2: Smell cheating. I'm getting the name Dolores.
Speaker 3: Because the person you're cheating with eight you rich.
Speaker 2: So you've been out with people friends of yours that
Speaker 2: smell the same repeatedly, and then you.
Speaker 3: Go, hmmm, ste something on the side.
Speaker 2: Really and you're sure in your world you're pretty sure.
Speaker 6: Well, what if Steve just got close to his secretary
Speaker 6: that day?
Speaker 2: I mean, you don't know, cousin.
Speaker 8: It's a different smell. So when I'm in the office.
Speaker 1: When I was in the office in Paris, people would
Speaker 1: come up to me, like some of the girls would
Speaker 1: come up to me, and I'd be like, do you
Speaker 1: have a good time last night? And they were like
Speaker 1: I showered. I'm like, she used more soap.
Speaker 2: I don't know, excuse me. I don't know how much
Speaker 2: you get paid for what you do, but I see
Speaker 2: there's another revenue stream here, it's enormous.
Speaker 6: Us well, first of people, buy every freaking detective show
Speaker 6: has been on television. We've never had heart hell with me,
Speaker 6: you know, you know, magnum p. I'm telling you about
Speaker 6: Down Goldwar, all right, get me the notes on NBC
Speaker 6: Thursday Night.
Speaker 3: Down.
Speaker 2: Thank you, Thank you for coming on and fascinating, fascinating
Speaker 2: thing that you do, the specialty you're in.
Speaker 8: Yeah, it was fine.
Speaker 1: Honestly I haven't last that hard in the last month,
Speaker 1: so thank you very much.
Speaker 6: So I just want to say she was fantastic and
Speaker 6: my wife will listen to this episode and her life
Speaker 6: will get that much worse because Dana and not abide
Speaker 6: smells that aren't supposed to be there, so like any
Speaker 6: artificial smell, any kind of perfume, scented candle, a cologne, and.
Speaker 2: It's almost distasteful to her.
Speaker 6: Even like when we're in the car, if I pop
Speaker 6: a tic tack in my mouth, she goes, you had
Speaker 6: to you had even.
Speaker 2: A data come on a ticktok you by the way,
Speaker 2: you need one now, you know. Aside from sin, I
Speaker 2: just this just was breaking news that that got me
Speaker 2: as far as there are ways that people that the
Speaker 2: companies use. I would say trickery things to get you
Speaker 2: to buy. But the most amazing story today I got
Speaker 2: some tricks that I mean they go price anchoring where
Speaker 2: they give you three prices and they don't want you
Speaker 2: to pay the top price. They want to play the
Speaker 2: middle price. But it's review act now will package this,
Speaker 2: this and that taller and slimmer they do, and they
Speaker 2: can cut back on the amount that's in there and
Speaker 2: all it. But Walmart just announced this is wild for sense.
Speaker 2: But you know you walk into a store they're pumping
Speaker 2: music in, it's the lighting is there to get any
Speaker 2: free stample. Walmart is now changing because they're doing two
Speaker 2: censory friendly hours every day, which means all the screens
Speaker 2: in the store that are showing you moving pictures off
Speaker 2: will now be a static picture. They're taking the lighting
Speaker 2: way down. They're not pumping any music in or adds there.
Speaker 6: Well, I hope nothing happens because done will be able
Speaker 6: to smell.
Speaker 2: It two hours. How about that? And they find that
Speaker 2: there are lots of people that even like your wife
Speaker 2: is sensitive this just need a break from the lighting
Speaker 2: and from them and the sampling of that. We can
Speaker 2: tell you through quyet sensory Walmart where America is a
Speaker 2: sensory friendly environment.
Speaker 6: On the other side of that, I just know anecdotally
Speaker 6: from my from playing poker in Vegas, the casinos are
Speaker 6: also looking for signature sense. And I know, at least
Speaker 6: I know years ago. I haven't played at the Aria
Speaker 6: for a while, but the Aria Hotel their poker room vanilla.
Speaker 6: It was been or what I would think of it,
Speaker 6: and it was this beautiful scent and you just felt
Speaker 6: good being there.
Speaker 3: You didn't want to.
Speaker 2: Casinos are playing. They did a study with slots, slots
Speaker 2: in a room that's scented, Yeah, more more playing. Sixty
Speaker 2: three percent of MRI patients when we have vanilla aroma
Speaker 2: reported reduced anxiety for the Camara. Yeah it's smell, is really.
Speaker 3: It's past saw. We don't even think about it.
Speaker 6: And she's so she's so interesting when she said, we
Speaker 6: can we can read off and not apply any other sense.
Speaker 6: We can plug our ears, close our eye and do that,
Speaker 6: shut our mouth, but you can't stop smelling. There's whack
Speaker 6: that there's a constant sort of input there.
Speaker 2: One study found that choppers were more willing to help
Speaker 2: strangers outside of a bakery than a clothing store. Well,
Speaker 2: sure because of the same Yeah, isn't that sure? So
Speaker 2: if you're in trouble, we're getting held up trying to
Speaker 2: move to that or move from being assaulted in front
Speaker 2: of a clothing store to a bakery.
Speaker 3: Yeah, I just this is an automotive story.
Speaker 6: If we could just I just want to move over
Speaker 6: to Yeah, David Gogolheim, what did we learn today?
Speaker 3: My friend? What did we miss?
Speaker 10: Well, I'm going to be keeping vanilla with me at
Speaker 10: all times.
Speaker 2: It's multi purpose, it is. Yeah.
Speaker 3: So I was I wanted to give you, guys.
Speaker 10: I wanted to give you guys an old factory challenge.
Speaker 2: I wanted to see how much you.
Speaker 10: Know about smells and the science of smellstall all right,
Speaker 10: all right?
Speaker 2: True or false? True or false?
Speaker 10: Laboratory mind to have for generation, never encountered a cat
Speaker 10: become fearful when smelling an unseen That's true, that is
Speaker 10: absolutely true?
Speaker 2: Correct, all right? True or false?
Speaker 10: The planet Uranus, and yes, that is the proper pronunciation
Speaker 10: that it is. The way is probably the worst smelling
Speaker 10: of the eighth planet. Atmosphere is made up mostly of.
Speaker 2: Methane.
Speaker 3: There you go, true or false? True?
Speaker 2: True? True?
Speaker 6: Well, no, wait, wait, wait, no, it has to be false.
Speaker 3: Methane comes from carbon based life forms. It has to very.
Speaker 6: The worst planet would be Astronomers.
Speaker 10: Have discovered that hydrogen sulfide is abundant on uranus, and
Speaker 10: it creates, of course, the distinctive smell of rotten eggs. Okay, yes,
Speaker 10: if you think that one's bad, wait for this one.
Speaker 3: But I do have a palate clenser coming out goodness.
Speaker 10: If properly preserved, how long can human excrement smell this
Speaker 10: is A B or C A B or C A
Speaker 10: enzymes inherent in feces devour the molecules that cause the
Speaker 10: odor after about one hundred and twenty days B Given
Speaker 10: optimal conditions, human excrement can and being seventy five percent
Speaker 10: water to twenty five percent solid waste, takes about twenty
Speaker 10: years for the one hundred billion bacteria contained therein to
Speaker 10: consume the futured substance or C seven hundred years.
Speaker 6: Oh, come on, I didn't think any of that. I
Speaker 6: am lying around my house. Chance, I'm going to go
Speaker 6: with the smallest one. I think it's one hundred days
Speaker 6: or so.
Speaker 2: Whatever you said, I would say yes, because I would
Speaker 2: be surprised yeah, I would be surprised, not uh incorrect.
Speaker 2: It is c. Seven hundred For years.
Speaker 6: It'll smell archaeology, And I have to get back to
Speaker 6: the Yellowstone because I've done something really.
Speaker 2: Yeah. Yeah, we all have on camping trips. But you
Speaker 2: know what's great for me that a scientist somewhere when yeah,
Speaker 2: we found seven hundred year old whoa yeah, yeah, well
Speaker 2: that's actually exactly it.
Speaker 10: Archaeologists excavating a seven hundred year old medieval latrine in
Speaker 10: the Danish city of Odens found that the fourteenth century toilets,
Speaker 10: which were nothing more than repurposed barrels, contained freaking poop.
Speaker 3: Do you know what they tell? Who was having affairs
Speaker 3: from there?
Speaker 2: Do you know what's amazing about that?
Speaker 6: There was a little bit more of that, I'll tell you,
Speaker 6: but whatever, it's a very exciting latree.
Speaker 3: All right, give us the palate clenser.
Speaker 2: All right, last one?
Speaker 10: Last one true or false will make it a little
Speaker 10: more simple through or false. Smelling coffee ground lenses your nasal.
Speaker 3: Pal oh, I would imagine that's kind of true.
Speaker 2: Only the neti pot cleanses yourn.
Speaker 3: I imagine the smell of coffee is a good?
Speaker 2: Is a good? Ye maybe yeah, false false.
Speaker 3: You know what, David, I know even through the screen,
Speaker 3: I can tidy You're a thinker.
Speaker 10: I have a sacred By the way you came where
Speaker 10: I was last night, But Donda, you came on.
Speaker 2: Don knows where said I think has been. By the
Speaker 2: way you come on to give us fake facts. We
Speaker 2: looked at you for information, right, Yes, I'm having you
Speaker 2: the information.
Speaker 3: I give you a little mystery. Friends aren't gonna come
Speaker 3: and I got it, but I got I got the
Speaker 3: solution for you, for for the for the false.
Speaker 10: Okay, Doctor Alexis Graffansky, the of bell Wah College Department
Speaker 10: of Psychology, has scientifically proven that coffee beans do nothing
Speaker 10: to cleanse or reset your old factory palette. A more
Speaker 10: scientific way to do that smell your own deodorant free.
Speaker 3: Are sure?
Speaker 1: You know?
Speaker 6: They really are pushing science forward at bell Wi Universe
Speaker 6: So funds.
Speaker 2: You come here, so we gave you three hundred million dollars. Yeah,
Speaker 2: what do you find? Yeah, you know what. Aren't doing it?
Speaker 2: Corfy grinds aren't doing it three hundred million.
Speaker 6: Okay, Okay, I'm gonna I'm gonna leave something here in
Speaker 6: your office. They're gonna smell seven hundred years from now.
Speaker 6: Thank you very much, and I thank you very much.
Speaker 6: I just want to thank everybody. Laurie, Elizabeth, David and Peter,
Speaker 6: thank you for whatever the hell you put on this
Speaker 6: morning that you're not aware of.
Speaker 3: Good Night everybody.
Speaker 5: Now that's another episode.
Speaker 4: If Really No Really comes to a close, you may
Speaker 4: be wondering what are the number one best selling men's
Speaker 4: cologne and women's perfume in the world.
Speaker 5: And I'll give you that answer in a moment, but
Speaker 5: first let's thank our guest Don Goldworm.
Speaker 4: You can follow Dawn on Instagram where she is at
Speaker 4: Dawn Underscore Goldworm and at twelve twenty nine on Twitter
Speaker 4: as at Dawn Kieran. Her website is twelve twenty nine
Speaker 4: cent dot com, and you can enjoy Dawn's ted talk.
Speaker 5: How to control emotions and influence behavior.
Speaker 4: Find all pertinent links in our show notes, our little
Speaker 4: show hangs out on Instagram, TikTok YouTube, and threads at
Speaker 4: Really No Really Podcast, And of course, you can share
Speaker 4: your thoughts and feedback with us online at reallynoreally dot com.
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Speaker 4: boggles your mind, share it with us and if we
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Speaker 5: Nothing life changing, obviously, but it's the thought that counts.
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Speaker 4: So listen and follow us on the iHeartRadio app, Apple podcasts,
Speaker 4: or wherever you get your podcasts. And now, what are
Speaker 4: the number one best selling men's cologne and women's perfume
Speaker 4: in the world. Well, for men, the current bestseller is
Speaker 4: Blue at list Atlantis, and for the ladies it's still
Speaker 4: the world famous Chanell number five, the fragrance that turned
Speaker 4: one hundred and two years old this year, and according
Speaker 4: to fragrantica dot com, Chanelle's top notes are aldehydes, lang, lang, naroli, bergamot,
Speaker 4: and lemon, with bas notes of musk, amber, sandalwood, vanilla,
Speaker 4: and petuli, all sense that have very clearly never been
Speaker 4: introduced to this studio, which is why I'm leaving right now.
Speaker 5: Really No, Really is a production of iHeartRadio and Blaise Entertainment.