Alex Wiltschko

So the input was this image of like a ton of like, you know, instruments, rock guitars.

And the thing that came out of the scent that came out of that process smells like the metallic strings of the guitar.

It's sweet and it's fresh and it's like, you know, lively.

And they put in, I mean, they ultimately launched the product, but we put it in a bottle for them.

We put it in a package for them.

And it's in the gift store, right?

That's so cool.

an awesome yeah and it smells so powerful it's super powerful right so that's i mean that's what we want to honor and tap into is like people want to create people want to explore and i think if we create the ability for people to express themselves you know even if it's some crazy new modality like scent i think the empowerment that comes from that is is really beautiful

Could you explain just how that works?

Yeah, so there's three pieces to that.

Like, one is what happens to the olfactory receptors?

Like, how do they work?

And then why is smell so emotional?

And can you tap into that and basically transport somebody back to a moment?

So the first is olfactory receptors do, we call it turnover, meaning the olfactory sensory neurons that are like the cells at the top, inside at the top of your nose, that actually do the sensing.

They don't live forever because they're indirect.

It's your brain directly touching the world, right?

So like your brain leaves your skull.

That is what smell is.

So when you smell a rose, your brain is literally touching the rose, right?