“When you smell it you can almost remember the decor or hear the 90s music you were listening to. I guess it’s just comforting because it takes you back to a time when you didn’t really have any worries or responsibilities and I think that’s the nice thing about the smell – you remember your life when it was so simplistic.”

It’s well-documented that there’s a strong link between smell and memory because of the brain’s anatomy, a Harvard study found. It’s perhaps why, when I smelled O2 for the first time in decades, I was no longer 38 and standing in my friend’s house in Wolverhampton, but in year eight at a secondary school in Cheshire. It was such a vivid sensation it gave me goosebumps and then made me well up – not because it made me sad, but because I’m hopelessly nostalgic and it reminded me of such an innocent time.

“From a science perspective, the part of the brain that processes memories also processes fragrance, so when you smell something, it takes you back to your grandmother’s house or your childhood or a first date,” says Bartholomew. “Fragrance has this very powerful function that is often overlooked.”

“Impulse brought back its iconic O2 body spray and the smell almost made me cry”