L'Oréal harnesses neuroscience for fragrance personalisation

By Austyn King | 5-Apr-2022

In partnership with neurotech company Emotiv, the device measures users' emotional response to fragrance through brain activity

L'Oréal is harnessing the power of neuroscience to help consumers understand and discover their fragrance preferences with its latest partnership.

Today, 77% of consumers seek emotional benefits from their fragrance, such as happiness and relaxation, with more than half of 12-34-year-olds choosing their scent based on their mood, according to L'Oréal's research.

In what is described as a first for the industry, the French beauty powerhouse has teamed up with neurotechnology company Emotiv to develop a device that monitors consumers' brain activity as they experience different scents.

Using electroencephalogram (EEG) technology and machine learning algorithms, the in-store headset aims to give users unique insight into their emotional responses, helping them choose a fragrance most suited to their needs.


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“There are thousands of fragrance options, and we know it can be challenging for consumers to navigate the vast number of scents and make a choice that’s right for them,” said Stephan Bezy, International General Manager at L'Oréal-owned luxury brand Yves Saint Laurent Beauté (YSL), which worked on the device alongside Emotiv.

“Through this immersive system, we were able to get 95% of people the right fragrance personalised to their needs and desires, which is enormously higher than without this technology.

“Once we know which scents make people feel happy, energised, or other emotions, we can customise fragrances even more – the potential is boundless.”

Tan Le, CEO of EMOTIV, added: “Together with L’Oréal, we hope this partnership provides unique insights into how consumers feel about fragrances and about how scents make them feel through an unbiased lens.

“Rooted in science and powerful insights, this technological breakthrough will help consumers decode what fragrances are best suited to their needs.”

L'Oréal plans to roll out the experience to YSL flagship stores globally later this year and throughout 2023.

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