The Rise of Decoffeenated Coffee

It was last June that the Whiff!-Guys told you about a study conducted at the National Institute of Advanced Industrial Science and Technology which concluded that just the scent of coffee can reverse the effects of sleep deprivation on the brain. An examination of the brains of sleep-deprived mice revealed reduced levels of mRNA (messenger molecules that indicate when a gene is being expressed) for eleven genes important to brain function. When the mice were exposed to the aroma of coffee, the mRNA for nine of the genes was restored to near-normal levels–and pushed to above normal levels for two!

In the eight months since, an impressive number of products have appeared on the scene designed to give you that daily java-jolt without the actual caffeine. Delightful Scented Candles, for instance, carries a line of coffee-scented aromatherapy candles which includes such exotic eye-openers as Caramel Macciato and Hot Orange Danish. Noting that coffee is also a free radical scavenger, an exfoliant, an astringent, a UVA/UVB screen, and a great deodorizing cleanser, Body Coffee offers a complete line of personal-care coffee items including body washes, moisturizers, and lip balms. There are coffee-scented ink pens and alarm clocks, car fresheners and heating pads, laser printers and jewelry. Coffeenies invites you to “enjoy a little brew-haha” with a coffee-scented line that ranges from keychains and plush-toys to dish towels and retail displays.

Of course, for the traditionalists in our midst, coffee-scented coffee is still available, but where’s the adventure in that?