Vasco Marques da Silva, Tech Specialist and Neuroscience Manager responsible for the Wavemotion® programme at Iberchem, shares his insights on the future of fragrance innovation.
How is neuroscience changing the way fragrances are designed and developed?
Neuroscience has gained relevance in many sectors by investigating how the end customer perceives different products. In the case of the fragrance industry, where emotions are one of the main drivers of purchase decisions, it makes sense to apply neuroscientific knowledge to enrich the design and sensory experience of fragranced products. In the development of new fragrances, studies allow us to better understand how various ingredients influence the final perception of a scent. Our focus is on analysing how a fragrance, created by our perfumers, can impact the consumer’s emotions.
What trends are you seeing in the field of fragrances and neuroscience?
In my opinion, the main trend in this field is the use of technologies that allow for more accurate and detailed results on the emotional benefits associated with fragrances. Moreover, this approach is gaining ground in a wide variety of applications. It is now possible to imagine a whole range of collections developed on the basis of neuroscientific studies to evoke a variety of emotions. According to Beautydreams, 75% of emotions are generated every day through smell. These collections can cover different product categories, from fine fragrances and scented candles to personal care items, demonstrating their versatility and the impact of this approach.
Can a fragrance be ‘designed’ to generate a specific reaction, such as relaxation or euphoria, for example?
Yes, these two emotions can be precisely identified. We know how the brain reacts, at least at a certain level, around affective stimuli and then sends hormonal signals to the rest of the body to make you more relaxed or excited. Reasoning may be found in the brain, but also in other peripheral signals that are constantly adjusted depending on how the brain reacts to stimuli. By understanding how to identify these reactions, a fragrance can be designed or improved to better serve that purpose. In addition, 91% of consumers worldwide say they want to feel more emotional, while 83% actively seek out products and experiences that bring them joy or happiness.
Can you tell us about some of the fragrances that have been launched with the programme?
We have developed a collection that covers three types of applications: EDT, shower gel and scented candles. The emotional benefits identified for this collection include relaxation, happiness, energy and concentration. Although the latter is not strictly considered an emotion, it represents a measurable change at brain and body level. Having a specialised laboratory to conduct our experiments gives us the flexibility to address each challenge, or in this case, each emotion. This allows us to adapt our solutions in an innovative way to the needs of each application.
How do you see the future of neuroscience in the fragrance industry?
The fragrance industry can benefit from advances in neuroscience and a deeper understanding of how the brain functions in various cognitive processes. In addition, the constant evolution of research teams promises to significantly boost advances in this field, opening up new possibilities for the development of innovative products. The use of neuroscience in the creation of scented products creates a stronger link between the creative process and the end customer by providing a better understanding of how scents can influence consumers’ emotions and perceptions.
