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Reed Seifer Spray to Forget ~ new fragrance

Posted by Robin on 24 March 2010 59 Comments

Reed Seifer Spray to Forget

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)

Filed Under: new fragrances
Tagged With: conceptual art, limited edition, reed seifer

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59 Comments

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  1. datura5750 says:
    24 March 2010 at 10:08 am

    How can we even try a “Prix Eau Faux” with stuff like this out there!?!

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    • Robin says:
      24 March 2010 at 10:40 am

      🙂

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    • AnnS says:
      24 March 2010 at 2:54 pm

      Yeah – I’m wondering if my entries are absurd enough!

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  2. sacre bleu says:
    24 March 2010 at 10:39 am

    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.

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    • Robin says:
      24 March 2010 at 10:41 am

      It does not sound “out there” to me at all — it just sounds like a cool conceptual art piece! Would love to smell it.

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  3. Zazie says:
    24 March 2010 at 10:54 am

    “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?

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    • Robin says:
      24 March 2010 at 11:13 am

      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 😉

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      • Zazie says:
        24 March 2010 at 11:31 am

        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!

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        • Robin says:
          24 March 2010 at 11:36 am

          No worries — not everybody loves this sort of thing!

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        • kalynna says:
          24 March 2010 at 12:50 pm

          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 🙂

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          • Robin says:
            24 March 2010 at 1:55 pm

            Seriously think asking for journal references is taking the whole thing too seriously, LOL…

          • kalynna says:
            24 March 2010 at 2:44 pm

            Lol, too true. That’s what happens when you’re in a meeting with a bunch of snooty scientists all day!

      • datura5750 says:
        24 March 2010 at 1:33 pm

        Oh Robin, I love this stuff!
        Hey, I bought the “Humanity” scent, and its a lovely thing…

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        • Robin says:
          24 March 2010 at 1:55 pm

          Oh wow, did you really?? Is the scent wonderful? And the bottle?

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          • datura5750 says:
            24 March 2010 at 2:00 pm

            Both really lovely, I am using the bottle as a bud vase, the scent is an oil, and comes in a lab vial…

          • Robin says:
            24 March 2010 at 8:12 pm

            Nice, thanks.

  4. Rictor07 says:
    24 March 2010 at 10:55 am

    Im going to forget about the existance of this product.

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    • Robin says:
      24 March 2010 at 11:14 am

      I’m going to forget your comment.

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      • RusticDove says:
        24 March 2010 at 1:07 pm

        LMAO @ both of your comments!

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  5. Nina says:
    24 March 2010 at 10:57 am

    So nice smell makes you happier. Goodness, if only the fragrance industry had known that, all these years!

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    • Robin says:
      24 March 2010 at 11:14 am

      Yes!

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  6. Suzanne941 says:
    24 March 2010 at 11:10 am

    “Spray to forget”…I’ll take a case of that, please.

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    • Robin says:
      24 March 2010 at 11:14 am

      Ditto. Make that two cases.

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      • boojum says:
        24 March 2010 at 11:19 am

        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.

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        • Robin says:
          24 March 2010 at 11:27 am

          Yes, but *of course* I don’t forget the things I’d like to forget …. only things I really ought to remember.

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        • AnnS says:
          24 March 2010 at 2:47 pm

          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!

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  7. sweetlife (ahtx) says:
    24 March 2010 at 11:22 am

    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.”

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    • Robin says:
      24 March 2010 at 11:27 am

      Yes — perfect fit.

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  8. annunziata says:
    24 March 2010 at 11:23 am

    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.

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    • Robin says:
      24 March 2010 at 11:37 am

      No assurances, but imagine if for $25 you could finally wipe that phone number out of your head, LOL…

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      • annunziata says:
        24 March 2010 at 6:13 pm

        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?

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        • Robin says:
          24 March 2010 at 8:12 pm

          Yep!

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    • Rick says:
      24 March 2010 at 12:42 pm

      With my luck, the only thing I’d forget is where I parked my car.

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      • RusticDove says:
        24 March 2010 at 1:08 pm

        LOL

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  9. mals86 says:
    24 March 2010 at 11:24 am

    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?

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    • Robin says:
      24 March 2010 at 11:44 am

      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

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      • kalynna says:
        24 March 2010 at 12:55 pm

        We should test this product against a placebo control…maybe we can get published, hah.

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        • mals86 says:
          24 March 2010 at 4:52 pm

          So I could just spray my unpleasant memories away with, say, Petite Cherie? or Parfum Sacre? (So why would I need this thing again?)

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          • Robin says:
            24 March 2010 at 8:13 pm

            You don’t need it! But it’s Art!

    • AnnS says:
      24 March 2010 at 2:48 pm

      Mind speak: Spray to forget all the other fragrances you own and only wear this one…. AAAHHH!

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  10. mjr17 says:
    24 March 2010 at 11:25 am

    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. 🙂

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    • Robin says:
      24 March 2010 at 11:47 am

      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.

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      • mjr17 says:
        24 March 2010 at 11:51 am

        True. And will do!

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  11. mjr17 says:
    24 March 2010 at 11:34 am

    Looks like Reed Seifer has another item perfect for the avid perfumista-scent-splitter: http://supermarkethq.com/product/i-love-packing-tape
    haha! 🙂

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    • Robin says:
      24 March 2010 at 11:46 am

      LOL! This would fit too:

      http://supermarkethq.com/product/wow-it-tickles

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      • mjr17 says:
        24 March 2010 at 11:52 am

        haha, that sounds about right. 🙂

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        • Suzanne941 says:
          24 March 2010 at 12:45 pm

          OHHH!! This stuff is brilliant!!! thanks.

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  12. Joe says:
    24 March 2010 at 12:58 pm

    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.

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    • RusticDove says:
      24 March 2010 at 1:10 pm

      Oh, I agree – really good movie.

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    • boojum says:
      24 March 2010 at 1:21 pm

      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.

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      • zeezee says:
        24 March 2010 at 1:38 pm

        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. 🙂

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      • Joe says:
        24 March 2010 at 2:52 pm

        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.

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    • Robin says:
      24 March 2010 at 1:56 pm

      Yes, excellent point!

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    • AnnS says:
      24 March 2010 at 2:57 pm

      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

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  13. Lucy says:
    24 March 2010 at 2:18 pm

    Am I the only one who thinks the name would be better suited for an air freshener?

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    • Robin says:
      24 March 2010 at 8:13 pm

      Maybe!

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  14. AnnS says:
    24 March 2010 at 2:49 pm

    The 21st Century Invisible Man: Spray yourself too often and you may just disappear!

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    • RusticDove says:
      24 March 2010 at 7:17 pm

      Ann – save it for the Prix Eau Faux!! 😉

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    • Robin says:
      24 March 2010 at 8:13 pm

      LOL! Excellent.

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