The connection between perfume, emotion, and neuroscience also appeals to Brazilian brands, which view these developments as a valuable opportunity to deepen customer loyalty.
According to Claudia Cortez, Givaudan’s Science and Technology Manager for Latin America, the integration of neuroscience into perfumery marks a significant advancement in both the development and perception of fragrances. When designed with this approach, scents can foster deeper emotional connections with consumers.
Playing on emotions
“The result is more memorable experiences and greater brand loyalty. As more brands recognize the importance of the relationship between scent and emotion, neuroscience becomes a competitive advantage and a valuable tool for understanding and satisfying the emotional needs of consumers, whose purchasing behavior is increasingly based on emotions,” she explains.
Givaudan uses a wide range of solutions and tools to develop emotionally-driven fragrances, ranging from algorithms to state-of-the-art neuroscience equipment. According to Claudia Cortez, the most valued feelings when creating a new fragrance are joy and positivity, relaxation and tranquility, and energy and vitality. “Brands that are able to capture these emotions in their creations stand out in the market,” she says.
This is the case for Mary Kay, which used Givaudan’s mood scent technology to launch Joy Emotion Scent. Designed to awaken joy, happiness, and well-being, this fragrance “broke sales records” in two months, says Bruna Libonatti, Product Manager at Mary Kay in Brazil.
“We’ve identified a growing demand for products that deliver emotional benefits. Actually, joy is a universal feeling, especially at a time when consumers are seeking comfort and positivity in the face of everyday challenges. More than 80% of those surveyed reported an improvement in their mood, energy, and well-being after using Joy Emotion Scent. I believe we’re at the dawn of a new era in the world of fragrance,” Libonatti explains.
Henrique Sales, Coty’s vice president of R&D for Brazil and Latin America, confirms the integration of neuroscience and perfumery is a promising bet for the sector. “Because we believe in this potential, we invested in the launch of Adidas Vibes in Brazil, created to generate positive emotions and sensations.“
The six eaux de parfum in the collection were inspired by emotions identified through scientific and consumer research. Each Vibe fragrance was carefully crafted to meet a specific emotional need, with key consumer-reported benefits including an energy boost, enhanced well-being, and a sense of relaxation and comfort.
Boticário’s dedicated laboratory
For its part, the Boticário group inaugurated at the end of 2023 the first neuroscience laboratory dedicated to beauty in Brazil.
“We created NeuroLab GB to explore what really moves people: emotions. This lab marked a turning point in our way of interpreting human behavior and understanding how each scent was capable of awakening memories and sensations,” explains Desirée Schuck, R&D manager at Grupo Boticário.
According to Schuck, the NeuroLab GB has played a key role in the evolution of perfume developments within the group. “Indeed, smell is the only sense directly connected to the limbic system, a region of the brain associated with emotions, memories, and feelings. This is why fragrances are capable of provoking immediate and intense emotional responses. Our laboratory includes experts and cutting-edge technologies capable of studying sensory stimuli and their neurological responses in real time, such as brain electrical impulses, heart rate variations, gaze direction, and pupil dilation, allowing for a precise and objective analysis of the consumer experience,” she emphasizes.
Among the projects that have already been carried out within the NeuroLab GB is the development of Egeo perfumes, the Boticário Group brand most deeply inspired by neuroscience. “In 2024, we launched Egeo E.joy, formulated with our exclusive Joy Effect active ingredient, combining taurine and ginseng with the brightness of fruits and the power of woods, to provide a feeling of enthusiasm and energy. This year, we launched Egeo Choc High, a gourmand fragrance, which combines stimulating olfactory notes (chocolate and strawberry), and intensifies the sensory experience and inspires a feeling of energy and pleasure.”