The Perfume Butler

Scent takes centre stage at Loveday Kensington

Loveday Kensington is thrilled to announce the launch of The Perfume Butler, marking World Alzheimer’s Day. This innovative and personalised service is designed to bring joy, comfort and a touch of luxury to our Members’ daily routines by harnessing the transformative power of scent. The initiative, envisioned by Loveday Kensington’s General Manager, Daisy Slavkova, elevates the simple act of selecting a fragrance into the morning regime.

Every morning, a butler arrives with a tray of carefully curated perfumes, offering Members the chance to select a scent that resonates with their mood or memories. Whether it's a beloved fragrance from the past or a new favourite, this small yet significant moment adds joy and self-expression to their day.

“Our Members take great joy in their morning routines, from dressing and grooming to breakfast and beyond,” Daisy explains. “We wanted to add an extra layer of personal indulgence, giving them the opportunity to choose a fragrance that not only reflects how they feel but enhances their entire day.”

The selection of perfumes offered includes a harmonious mix of nostalgic scents and modern classics, allowing Members to embark on a sensorial journey through time and memory. The offerings range from the timeless elegance of Chanel No. 5 to the bold sophistication of Tom Ford Café Rose, and even the revolutionary Dior Sauvage Eau Forte, a unique oil-and-water-based fragrance designed to be massaged into the skin. Each fragrance provides a distinctive experience, catering to a wide variety of preferences and personalities. As part of the evolving service, Members will also have the opportunity to shop for new scents, adding an interactive, personalised touch to the selection.

But, The Perfume Butler is more than just a luxury experience. It’s grounded in the principles of reminiscence therapy, which utilises familiar scents to evoke deep-seated memories and emotions, especially for those living with dementia. Studies have shown that the sense of smell has a unique ability to trigger emotional responses and unlock memories. By incorporating this into the daily routine, The Perfume Butler aims to enhance emotional wellbeing, reduce anxiety and create moments of calm and connection.

Fragrance therapy at Loveday Kensington is part of a wider sensory engagement programme, known as Sense and Sensory, which includes activities designed to stimulate all five senses. Open kitchens allow Members to enjoy the comforting aromas of freshly baked bread and home-cooked meals, while flower arranging workshops let them smell and handle fresh flowers, carefully selected for their scent and colour. Even gardening activities, such as tending to fragrant herbs and flowers, help to create a calming and therapeutic environment.

Aromatherapy, too, plays a vital role in Loveday’s care offerings. Soothing massages with calming essential oils have become a favourite among Members, promoting relaxation and emotional wellbeing. These sessions are particularly beneficial for those with dementia, as the scents of lavender, chamomile, and other essential oils help to alleviate stress and anxiety.

At Loveday, these sensory experiences go beyond mere therapy—they create meaningful connections and enhance the quality of life for each Member. Whether it’s the scent of a cherished flower, the aroma of a favourite dish or the choice of a personal fragrance, every sensory experience is an opportunity to spark joy and promote wellbeing.

“The Perfume Butler is more than just a service—it’s about creating moments of joy, self-expression, and connection,” says Daisy. “It allows our Members to reflect on their personal histories while making new memories, all through the magic of scent.”

By embracing the power of scent, Loveday Kensington continues to lead the way in delivering exceptional, personalised care that is as luxurious as it is meaningful. This new initiative is just one more example of how Loveday’s innovative approach to care is transforming the daily lives of its Members, making each moment truly special.

Read more about the initiative on the Care Home Magazine here.