I love root beer. I like root beer flavored candy. I love a good root beer float. As a matter of fact, I have never had a BAD root beer float. I have enjoyed root beer as far back as I can remember.
When Ester said she was making root beer flavored lip balm I thought, “thats cool”. When she told me it was A&W root beer flavor, I got very excited. Because I know something about our ability to smell.
Smells are processed by the olfactory bulb, which starts inside the nose and runs along the bottom of the brain. The olfactory bulb has direct connections to two brain areas that are strongly connected to emotion and memory: the amygdala and hippocampus.
Interestingly, visual, sound, and touch information do not pass through these brain areas. This may be why smelling, more than any other sense, is so successful at triggering emotions and memories.
Studies suggest that odors that trigger strong, emotional memories also trigger elevated activity in the brain areas strongly linked to emotion and memory.
When I caught a whiff Ester’s A&W root beer flavored lip balm my brain was awash in vivid memories. I could feel the frost on the heavy glass mugs. I could smell the french fries and the fried clams. It was summer, I was a kid and we were on Cape Cod at the Harwich Port A&W.
I could feel the smooth, heavy hooded sweatshirts we wore. Summer nights on Cape Cod can get chilly. I could see the car-hop hanging the tray onmy father’s door window. I could hear the rustle of the paper wrapped burgers as he and my mother passed them out to my brother and I.
I could even hear the go-karts racing around the track just down the street from the A&W. I could feel the first, cool sip from the large glass mug. Having a large, full frosty mug, well you feel like you have all the root beer in the world in your hands. And just as the smell of the lip balm faded I had one more flash.
I could feel the disappointment of driving by the A&W at the end of the summer, in hope that it would still be open. Only to have our desires dashed as we rounded the corner and could see the windows of the A&W had been boarded up for the winter.
Of all the wonderful flavors Ester has used in her lip balms. This one is by far my favorite. If you ever had A&W root beer as a kid, this lip balm will be magical to you. And it makes your lips smooth too.