DSM-firmenich introduces a scent technology that promotes social relationships

With emotiOn Social Connection, dsm-firmenich presents a new application derived from its neuroscience research program: a method for creating perfumes that promote emotional connection.

Can fragrance help humans develop better social relationships? dsm-firmenich believes so, and the fragrance company has even devised a unique method for manufacturing scents that promote social interaction! The patent-pending concept, known as emotiOn social connection, offers perfumers a structured framework to help them with their creative process.

Increasing social connections

dsm-firmenich's new fragrance design approach, developed through the emotiOn program (pronounced "emoti-on") and based on neuroscience research in collaboration with academic partners, is said to be the first scientifically proven method to strengthen human connection and inspire real-life social interactions.

"It combines emotional expertise, data intelligence, and behavioural science to create fragrances that help bring us closer together and connect with others," explains Matteo Magnani, Executive Vice President, Growth Office at dsm-firmenich.

This innovative creative strategy obviously addresses an authentic and profoundly felt need. According to a dsm-firmenich survey of 12,000 customers from 20 countries, 75% believe that positive social ties are important for well-being. Nonetheless, more than half of Gen Z participants (52%) reported feeling alone and having fewer in-person connections.

And perfumes have an important position in this landscape: 61% of those polled by dsm-firmenich said perfume helps them overcome feelings of loneliness.

Big data and AI

To back up this big assertion, dsm-firmenich claims it used "a rigorous scientific process" that combines behavioural research and artistic expertise.

The company drew on a large consumer survey to decode the olfactory clues associated with the emotions we experience when we interact with others.

The study's findings were compared to dsm-firmenich's extensive database, which includes over 40,000 evaluated scents and more than one million customer insights, and processed through the company's unique AI engine to identify distinctive olfactory patterns.

Simultaneously, in conjunction with a world-renowned research institute, dsm-firmenich created a behavioural testing approach to assess human reactions during social encounters. These experiments helped to validate the creative criteria that underpin emotiOn Social Connection.

"By decoding the emotional language of fragrance, we're creating scent solutions that help people feel more socially confident and connected," explains Sarah Reisinger, Chief Science and Research Officer at dsm-firmenich.

The diverse approach enabled by emotiOn social connection is relevant to both luxury scent and daily needs.

Source: Premium Beauty Media