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Described as bright, transparent and sheer with slight lemony touches and an underlying creaminess, Demeter Fragrance Library’s newest scent is inspired by newborns. Called New Baby, the fragrance is supposed to bring to mind the milky, soft and comforting scent of snuggling a tiny infant. Demeter, which is known for its uncanny and often unlikely scents, spent 15 years creating this one—and it’s a scent they say is requested weekly.

While this sounds a bit bizarre, it’s not that surprising. Studies have shown that a whiff of genuine new baby smell lights up the pleasure centres in a mother’s brain, giving off similar positive feelings to that of eating after a period of hunger.

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This isn’t the first baby-inspired scent created, not for Demeter or other more designer perfume labels. It’s just much more literal than previous scents and actually smells more like a baby than a baby lotion or powder. Guerlain’s L’Instant Magic, for instance, features soft powdery notes that reminded the perfumer of the scent of her children’s skin. Bulgari offers a powdery,  alcohol-free perfume made for moms and kids called Petits et Mamans, that includes notes of vanilla, white peach and mandarin. In 2006, before New Baby, Demeter launched Baby Powder, which was inspired by Johnson & Johnson’s clean talcum powder scent.

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Among the Demeter’s top 30 fragrances are Laundromat, Gin & Tonic, Lilac and Salt Air and the scents are surprisingly accurate. Instead of a traditional perfume, which includes top, middle and base notes, Demeter’s scents are more one-dimensional, meaning that they always smell the same, whereas a more complex perfume tends to change over time, revealing different notes as the day goes on. This allows wearers to layer Demeter fragrances to create a personalized signature scent. New Baby, Cherry Blossom, Sunshine, perhaps?

New Baby Cologne Spray, 1 oz, $16 at Demeterfragrance.com

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