The automotive supplier Valeo has introduced Odor Free, the first neuroscience-based odor neutralizer for cars. This system is based on the diffusion of a “neutral” fragrance, which inhibits the perception of unpleasant odors in the passenger compartment. Here, the idea isn’t to mask bad smells by adding a perfume, but to use a neutral fragrance to modify the signal received by the brain that activates the cognitive perception of the bad smell. As such, the bad smell remains, but the occupants of the car no longer perceive it. This neutral fragrance acts as a kind of decoy, and makes it possib…