Key Points:
- Researchers are mapping how different fragrances trigger emotional responses in the brain using brain imaging techniques like EEG. This data on “neuroscents” can then be used to design perfumes to arouse specific feelings.
- Hugo Ferreira at the Institute of Biophysics and Biomedical Engineering is building a database linking brain activity and response to different scents.
- Major cosmetics companies like L’Oreal and Puig are partnering with neurotechnology firms to conduct biometrics research on how fragrances appeal to consumers.
- This informs the development of mass market scents as well as the creation of very personalized formulas by niche companies.
- EveryHuman, based in the Netherlands, uses an algorithm and customer questionnaire to rapidly create unique bespoke perfumes.
- While some argue this removes the artistry, proponents say it increases access to scent experiences and reduces waste from ineffective trial and error development.
Summary:
In summary, the article discusses how artificial intelligence and brain science are providing new insights to help perfume makers design emotionally engaging fragrances through neurocentric research.
Key Insight: The fusion of neuroscience and artificial intelligence is paving the way for a new era in the fragrance industry, where emotions evoked by scents are analyzed and harnessed to create both mass-market and personalized perfumes.
Why This Matters: This interdisciplinary approach is not just about creating new fragrances; it’s about redefining how consumers interact with and experience scents. The data-driven methodology can significantly enhance the appeal and efficacy of fragrances, making them more engaging on an emotional level. By understanding the neuroscientific basis of olfactory appeal, businesses can drastically reduce the time and resources traditionally required in the trial-and-error phase of fragrance development. Moreover, collaborations between neurotechnology firms and major cosmetics companies underscore the commercial potential and the broadening horizons of how technology can be leveraged in sensory-driven markets.
