News and latest updates from one of your favorite noses, Gatsby. Digitally scented.

Hello, all the noses. Welcome to our monthly update from Gatsby. Here’s what happened at Nose of Gatsby this month. This news ledger is sure to brighten your day. So, grab a cup of tea or coffee and enjoy!

Proust and Scent Memory

“An exquisite pleasure had invaded my senses, something isolated, detached, with no suggestion of its origin. And at once the vicissitudes of life had become indifferent to me, its disasters innocuous, its brevity illusory—this new sensation having had on me the effect which love has of filling me with a precious essence; or rather this essence was not in me it was me. “

-Marcel Proust

À la recherche du temps perdu (In Search of Lost Time)

This moment of tasting a childhood treat years later from the first volume of Proust’s seven volume In Search of Lost Time is one of the most famous depictions of involuntary memory. The narrator goes on to describe how the experience of a madeleine dipped in tea creates vivid images of family memories in his mind. The joy he feels goes beyond nostalgia and acts as psychological trigger for deep wells of emotion. The “madeleine episode” is just one of many moments throughout Proust’s work that depicts memories triggered by sensory experiences.

A more contemporary and darkly comedic depiction of this concept is shown in

the episode “Fortunate Son” from the third season of The Sopranos, in which Tony Soprano is trying to figure out the reason behind his frequent panic attacks. With the help of his therapist, Dr. Melfi, he realizes that the smell of capocollo meat (gabagool) leads to memories of his parents, which Melfi compares to Proust's madeleines.

Biology seems to play a role in this Proustian effect. Our brains’ olfactory system is close to the amygdala and hippocampus (emotion and memory processors). The sense of smell is one of the first to develop in fetuses after touch. It’s no wonder that smell has such power over people.

Writer: Thomas Soares

Interview with Basenotes.com

Indie Perfume Brand Spotlight: Nose of Gatsby

In Indie Perfume Brand Spotlight, we question different brands to find out more about their brand and the people behind it. This time we question Gatsby Yeh of Seattle-based Nose of Gatsby

"Our perfumes are for anyone who is seeking unconventional fragrance, and also who is not afraid to be challenged by the scent. Adventurers who have sentimental minds and gentle hearts."

-Gatsby Yeh

Photographer: Kair Chen

Click here to check full article on Basenotes.com

Scent Memory and Notes from Trips

"Colorful Shaved Ice from One of Asakusa's Cafes."

Shaved Ice -

My favorite flavor of shaved ice is mango. We were lucky to enjoy some during our trip to Taiwan. Taiwanese mangoes are some of the sweetest fruits I’ve ever had. They pair perfectly with simple plain shaved ice topped with condensed milk. I believe it’s a must-try for anyone visiting Taiwan during the summer. The combination of sweet sliced mango and plain shaved ice creates a perfect balance, instantly taking away the summer heat.

Photos and writing by Gatsby Yeh

“Misty Lotus Pond."

Lotus Pond -

This picture was taken at a park near where we stayed in Ueno, Tokyo. In theory, lotus flowers don’t have a natural scent, but perfumers use their imagination and craftsmanship to create a fragrance. The same applies to cherry blossoms—there’s no way to extract essential oil from cherry blossoms. All the Sakura (cherry blossom) inspired or featured products on the market rely on perfumers' skill and interpretation to create the cherry blossom accord or formula for the product. This is a piece of information not widely known unless one studies perfumery.

Photos and writing from Gatsby Yeh

“A Walk in Tokyo Imperial Palace."

Pine Trees, Glass Fields, and Historical Ancient Castle.

This picture was taken during a walk in the Tokyo Imperial Palace in early August 2024. Tokyo was experiencing one of its hottest and most humid summers. As I walked past many pine trees, I soon noticed the refreshing green piney aroma. I then saw a lot of pine nuts scattered on the grass field. While walking, I couldn’t help but wonder if ancient Tokyo smelled the same in this area or if it was different. The palace is very well maintained and impeccably clean. This impression reminded me of a special organic household cleaner I have. It’s not that this place smells like it, but it somehow brought it to mind. After all, our memories are all connected with scents to some degree.

Photos and writing from Gatsby Yeh

“Incense Burning Pot in Asakusa Temple."

Smoke, Incense, and Flame.

Burning incense is one of my rituals when I read or relax. Growing up, I was often taken to a local temple in Taipei. Because it was a well-respected and historical temple, the incense burning pot would basically never stop burning throughout the entire day. Unfortunately, due to health and environmental concerns, they have stopped allowing people to burn incense in that temple in Taipei. However, I missed the smell and the smokiness. I was very happy to see something similar in Tokyo this time.

Photos and writing from Gatsby Yeh

SINGLE SHOT Eau de Parfum /

Yuzu • Sea Breeze • Gin • Ice and Salt • Pineapple • Eucalyptus • Sandalwood

"I want to pay homage to the power of nature and the ocean. The rhythm of the waves, high tide and low tide, and the mystery of human minds." -Gatsby

The refreshing and clean fragrance is perfect for a warm and humid season, or whenever you desire a water-free cold shower.

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Liquid Salve / Extrait de Parfum

All of Nose of Gatsby Liquid Salve has nurturing property that can be applied on the dry and flaky body skin, and cuticles. It also can be mixed with unscented body lotion to boost the aroma experience and to increase the moisturizing elements.

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2024, August Edition. All the copyrights reserved by Nose of Gatsby.