Why mood-shaping beauty is finally being taken seriously

As the link between scent and emotion becomes more compelling, beauty brands are investing in this interpretive and creative trend

Most consumers can appreciate the effect of a favourite scent on their mood and sense of wellbeing.

Whether it’s a calming lavender pillow spray, an invigorating lime fragranced shower gel or a seasonal cinnamon-scented candle, there are certain aromas that shoppers navigate towards in their desire to experience an extra multi-sensory dimension.

Stunts aside

Far from being just a gimmick, however, new research shows just how powerful scents can be on emotions. In a study published in August 2016 in Flavour and Fragrance Journal, researchers found a link between short term room scenting and emotional wellbeing.

The odour benefit was found to differ between men and women. In particular, rose-scented rooms were found to present unfavourable results among men, although grapefruit was seen to support wellbeing among both genders.

Sensory science

As research into the effects of scent on the brain becomes increasingly quantifiable, science-led cosmetics brands have been investing in NPD.

L Catterton-owned Elemis is due to launch a range in May that taps into ‘sensory science’.

The Life Elixirs range features five ‘emotional aromatics’ including: Calm, Clarity, Fortitude, Embrace and Sleep.

Elemis has even steered away from its traditional packaging for the range’s launch.

Life Elixirs products come in deep purple glass packaging with symbols depicting Chladni plate sound vibration patterns.

Noella Gabriel, Co-Founder, Elemis, told Cosmetics Business: “The role of aromatics involves the olfactory system via the olfactory bulb.

“Aroma is sent to the centre of the brain, the limbic system, where it is . . .

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