Graphic artist Reed Seifer has introduced Spray to Forget, a limited edition fragrance launched in conjunction with the Armory Show held earlier this month in New York City.
SPRAY TO FORGET is a conceptual and functional product based on the possibility that “a substrate to physical reality exists, and that it can be deterministically altered and influenced by human intention.” – Duncan Laurie, The Secret Art
Spray to Forget functions as a beneficial editor for one’s consciousness, removing undesired memories from the user’s psyche via supported intent. Reed Seifer proposes that “in order to forget, we must remember something else. Spray to Forget acts as a conceptual sideways-elevator, nudging the unconscious to release a difficult memory and replace it with a more appealing one, or to create a new memory through experience… It also happens to smell quite good.”
While based in concept, Spray to Forget utilizes well-researched ingredients in support of its function. An aesthetic olfactory experience is provided through a blend of essentials oils selected for their reputed aroma-therapeutic benefits in grounding and elevating the emotions. Herkimer diamonds and black tourmaline, crystals believed to metaphysically assist in the elimination of tension from the body, were steeped for several days in the purified, magnetized water used to create the spray.
Spray to Forget is $25 for 60 ml, and can be purchased at the Reed Seifer store at Supermarket. (found via newsletter from Scent Marketing Institute)
59 Comments
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How can we even try a “Prix Eau Faux” with stuff like this out there!?!
Yeah – I’m wondering if my entries are absurd enough!
It may sound a bit out there, but actually, based on research in the field of Positive Psychology, it may be closer to reality than we think. As a fragrance, who knows; but as a way to tweak consciousness, maybe not so far-fetched.
It does not sound “out there” to me at all — it just sounds like a cool conceptual art piece! Would love to smell it.
“Herkimer diamonds and black tourmaline, crystals believed to metaphysically assist in the elimination of tension from the body, were steeped for several days in the purified, magnetized water used to create the spray.” This stuff is in the same paragraph as “well-researched ingredients “.
They titled this conceptual art piece forget.
forget you have a brain?
You guys are a tough crowd today! It’s just a conceptual art piece…they’re not trying to sell it in Macy’s or anything
I hope I didn’t sound too harsh.
You are right: I do get touchy and loose my irony when I read pieces like the one I copy-pasted.
There are people who beleive this stuff….so I get…humm…snappy?
Let me spray something GOOD to forget all about it!
No worries — not everybody loves this sort of thing!
I understand what you’re saying. It’s fine as an art piece, but saying that it is based on scientific research is pushing it. Notice how there are no journals cited? But it does sound quite hilarious, and at $25, it might be worth a test
Seriously think asking for journal references is taking the whole thing too seriously, LOL…
Lol, too true. That’s what happens when you’re in a meeting with a bunch of snooty scientists all day!
Oh Robin, I love this stuff!
Hey, I bought the “Humanity” scent, and its a lovely thing…
Oh wow, did you really?? Is the scent wonderful? And the bottle?
Both really lovely, I am using the bottle as a bud vase, the scent is an oil, and comes in a lab vial…
Nice, thanks.
Im going to forget about the existance of this product.
I’m going to forget your comment.
LMAO @ both of your comments!
So nice smell makes you happier. Goodness, if only the fragrance industry had known that, all these years!
Yes!
“Spray to forget”…I’ll take a case of that, please.
Ditto. Make that two cases.
I thought you said you forget too much already?
Lord knows I don’t need any more help forgetting things! Now, something that could assist memory retrieval….that, I would buy.
Yes, but *of course* I don’t forget the things I’d like to forget …. only things I really ought to remember.
I’m with Boo here – I need spray to help me remember! My toddler and work addled brains can hardly remember a thing these days! Um, except which perfumes I want, lol!
I think “shake well” is my favorite part.
Also, something about this makes me think of Alice in Wonderland. “Eat me.” “Drink me.” “Spray to Forget.”
Yes — perfect fit.
This suggests all sorts of Twilight Zone possibilities to me. Are there any assurances it will work properly? Suppose I forget my name, work skills, present people in my life, and can remember only the phone number of someone I was in love with in 1982?
Today, I’m just going to rifle through my perfume chest for something with heliotrope or violet and a little shot of green.
No assurances, but imagine if for $25 you could finally wipe that phone number out of your head, LOL…
That would be very reasonable! Actually, one of my favorite rationalizations for perfume mania is that it is cheaper, and as effective, as therapy. But we all know that, don’t we?
Yep!
With my luck, the only thing I’d forget is where I parked my car.
LOL
Soooo… every time I think of that calculus professor who told me I didn’t have the brains to hack his course, I can just spritz some of this and feel better? Hmmm.
But it won’t wipe out my memories of the fairy mushroom ring under the pine trees at my childhood home? Hmmm.
I’ve often wondered whether the “Mommy kiss it better” practice works because an unpleasant sense memory is replaced by a pleasant one. It DOES work, in my experience.
Ad copy for this is indeed pretentious, but what else is new?
It absolutely works! Just read of a fascinating experiment yesterday about placebos:
http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20100311/placebo_effect_100313/20100313?hub=Health
We should test this product against a placebo control…maybe we can get published, hah.
So I could just spray my unpleasant memories away with, say, Petite Cherie? or Parfum Sacre? (So why would I need this thing again?)
You don’t need it! But it’s Art!
Mind speak: Spray to forget all the other fragrances you own and only wear this one…. AAAHHH!
As a perfume, yes, I can see how this could be a candidate for Le Prix Eau Faux. But as conceptual art, I think this is marvelous!! There are art historical precedents for this type of art-idea (for example in the work of Fluxus artists), but none that I know of which were actually formulated to “work” in an aromatherapeutic sense. I definitely plan on trying this once I can get my hands on it (apparently, the “Supermarket” is closed until the end of March). Robin, if you are interested to try it, I will send you some.
I think it was just closed until 3/10 and they forgot to take down that bulletin (?)
If you buy it, do tell us how it is! Hate to have you send me a sample if it’s not really that interesting — in this case “the whole package” seems more important than the fragrance.
True. And will do!
Looks like Reed Seifer has another item perfect for the avid perfumista-scent-splitter: http://supermarkethq.com/product/i-love-packing-tape
haha!
LOL! This would fit too:
http://supermarkethq.com/product/wow-it-tickles
haha, that sounds about right.
OHHH!! This stuff is brilliant!!! thanks.
Sounds like a riff on one of my favorite movies of the last few years: “Eternal Sunshine of the Spotless Mind.” I need to re-rent that. And maybe spritz myself with this while watching.
Oh, I agree – really good movie.
I keep going back and forth on that one. It sounded like something I would love… but isn’t Jim Carrey in it? I cannot stand him, so keep passing it up.
Eternal Sunshine was my first thought, too (admittedly after going the Zazie route and being thoroughly annoyed at the magically steeped gems)
It’s one of those rare Jim Carrey movies in which he actually *acts*, so you may enjoy it more than you think.
E: I am NOT a Jim Carrey fan, but he and the movie were great. Don’t let him stop you, but of course YMMV. Plus, I love Kate Winslet.
Yes, excellent point!
Yes, it is a great movie. And then go and rent Cold Souls – it is about similar – people who want to forget or get a break from themselves and have their souls removed and put in storage. It is just charming and very clever.
http://www.traileraddict.com/trailer/cold-souls/trailer
Am I the only one who thinks the name would be better suited for an air freshener?
Maybe!
The 21st Century Invisible Man: Spray yourself too often and you may just disappear!
Ann – save it for the Prix Eau Faux!!
LOL! Excellent.