What is it with technology and pseudo-neuroscience these days? First, we experienced the dubious MC Square, and now a doctor has begun selling perfumes with similar "proven" effects. Scentology, according to Dr. Rachel Herz "Is NOT aromatherapy. Aromatherapy is based on folklore and the diverse general effect of natural oil fragrances. Scentology IS aromachology, the specific scientifically demonstrated effects of fragrance on mood, mind and behavior." Oh, well in that case, sign us up.

There are three Scentology oils, each available for $25. Peppermint is supposed to help endurance, vanilla is for craving control, and orange is a "bliss booster." There is some evidence out there that scents can affect mood and behavior, but there is no evidence that these perfumes themselves do anything. For example, the scientific study on the site dealing with relaxation involved an experiment in dentist's office with ambient orange smell, not a special perfume. If you believe that Scentology might work for you, we recommend that you try orange or mint chewing gum, which will administer the helpful scent for a fraction of the price.

Via Scentology