Givaudan’s latest technology, MoodScentz+, combines brain imaging with in sitchu scans [sic] to measure how consumers respond to fragrance, both at the brain level and at the consumer product level when they use it. “Our sense of smell is working all the time. When you use a product regularly, you’re getting a little signal every time you use it to make an association.” [Julia] Brooks [fragrance technology manager at Givaudan] uses a different shower gel during the week – when she’s getting ready for work – as she does on the weekend when she wants to relax and switch off. “It’s about thinking, ‘how can you use fragrance to help cue positive experiences?’”

— Read more in Science or magic? How perfume became a tool for manifestation at Dazed Digital (and see also: Designing tomorrow’s mood-lifting creations with MoodScentz™+ at Givaudan).