Feeling comforted is linked to the need to fight against difficult situations that generate stress, anxiety or sadness. In this Scent Lounge study conducted in the UK, we get to the bottom of what comfort means to consumers - the words, images, activities that come to ind when they try to define comfort. With the findings, we then explore the associated sensorial triggers that can help them achieve that state of comfort, shedding light on future olfactive directions.