Updated: Oct 31, 2022
Yaniv Mama holds a pot of cigarette butts under my nose.
"I presume you don't like the odour?" he says, watching me wince.
He then waves a small white stick next to my face. "Now, smell the pot again, what do you smell?"
The cigarette stench has disappeared, no matter how hard and how close to the pot of butts I sniff.
That effect is down to technology developed by Israeli firm Moodify. Their technique involves activating receptors in the olfactory bulb, the part of the brain that processes smell.