don't forget - memory-boosting bodycare
Posted on 10/01/2025
We’re starting the new year ready to own our wellbeing zones. It’s all about experiencing good times with a stress-free flexible mind. So, for the next three months, we’ll zoom into specific wellbeing territories and share expert advice, products and protocols to help you find more mental flexibility, more joy and realise your full potential.
This month, we’re focusing on our concentration and motivation zones. Memory goes hand in hand with enhancing these zones, so we sat down with our CEO, Dr. Anna Persaud to give us the inside scoop on our latest pilot fMRI study—designed to assess the impact of our In The Zone Functional Fragrance on working memory.
why can our memory deteriorate in midlife? what causes this?
"As we reach midlife, our brain undergoes structural and chemical changes that can cause memory deterioration. These changes include reduced blood flow to the brain and volume reduction of the hippocampus and prefrontal cortex which are essential to support memory function. There can also be a decline in neurotransmitters, such as dopamine and acetylcholine, which also play an important role in memory and attention. Cellular ageing can impact the neural connections essential for memory formation through mitochondrial dysfunction and increased oxidative stress. Other factors which may impact cognitive function include hormonal changes, such as reduced oestrogen level in menopausal women, chronic stress, sleep disturbances, lack of physical exercise and chronic medical conditions."
how can This Works products help with recall - what is the science behind this?
"In an fMRI (functional Magnetic Resonance Imaging), pilot study we have shown that In the Zone Functional Fragrance activated several areas of the brain essential for working memory functions. These included the brain stem (linked to attention and alertness), the orbitofrontal cortex and the prefrontal cortex (areas heavily involved in cognitive control and decision-making), as well as the Anterior Cingulate Cortex. These brain areas are essential for working memory functions, allowing the subject to retain and utilize information while performing tasks. In The Zone products showed the strongest performance in working memory tests (verbal and spatial) when tested against a commercial fragranced product and un-fragranced lotion."
can you tell us more about the scientific studies on memory improvement?
"We conducted a pilot fMRI study to assess the impact of our In The Zone Functional Fragrance on working memory. The study included healthy women, aged 38-64, who performed two tasks aimed to evaluate motor and spatial working memory: Digit Forward-Backward Repetition Test and the Maze Navigation Test. Our fragrance was tested against a placebo and was found to have the potential to enhance working memory and cognitive performance."
what are neurocosmetics and how else, other than memory, can they impact our lives positively?
"Neurocosmetic products are a new category of skincare and beauty products that use insights from brain science to enhance skin health. These products are designed to interact with the nervous system, particularly the nerves in the skin and underlying tissues, which both send and receive signals from the brain, thereby highlighting the skin-brain-mind connection.
They not only improve skin appearance but also target the skin’s neural pathways and the skin-brain-mind connection. By doing so, they enhance overall skin health and influence sensations such as tactile perception and sense of smell, thereby impacting emotions. Neurocosmetics can reduce itching and discomfort, manage inflammation and redness, and address stress-related skin conditions like acne and eczema, which are exacerbated by stress.
Moreover, neurocosmetic products have been shown to promote alertness, improve sleep quality, and potentially enhance memory through stimulation of the olfactory bulb. They contribute to feelings of relaxation and well-being, thereby improving mood."
what were the first neurocosmetics at This Works?
"It all started with our Functional Fragrances. This Works define a Functional Fragrance as a fragrance that has been shown to activate different areas of the brain. Our Functional Fragrances are tested against a placebo and measured in a clinical studies using fMRI and ECG (electrocardiogram). Our Functional Fragrances can be seen as having additional physiological benefits, due to interaction with the limbic system, which in turn can stimulate the sympathetic and parasympathetic nervous systems. As part of a programme to understand how different aromas can stimulate different emotional responses, This Works, in collaboration with Professor Gaby Badre, identified a library of Functional Fragrances shown to have a relationship with emotions, such as joy (Perfect), relaxation and reward (Love Sleep), alertness (Morning Expert) and stress reduction (Stress Check). Our Deep Sleep Functional Fragrance has been seen to activate areas of the brain associated with relaxation and reward (thalamus and middle frontal cortex) and has the potential to encourage a pre-disposition towards sleep."