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How Can AI, Brain Science Help Create Fragrances?

Beauty brands are looking to research and technology to sniff out the factors that lure buyers
Beauty brands are looking to research and technology to sniff out the factors that lure buyers
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How Can AI, Brain Science Help Create Fragrances?

Beauty brands are looking to research and technology to sniff out the factors that lure buyers
Beauty brands are looking to research and technology to sniff out the factors that lure buyers

Beauty brands are looking to research and technology to sniff out the factors that lure buyers, according to a report by The Guardian.

Making perfume is an art that can be traced back to ancient Greece but now modern-day perfumiers are beginning to look beyond their noses to develop the scents most likely to appeal to us. They are, instead, turning to AI.

Perfumes can now be designed to trigger emotional responses using ingredients known as neuroscents – odors shown by biometric measures to arouse different positive feelings such as calm, euphoria or sleepiness. Hugo Ferreira, a researcher at the Institute of Biophysics and Biomedical Engineering in Lisbon, is mapping brain activity and response to perfumes to build a database of neuroscents.

He says the sense of smell is fascinating. “With sight and hearing, you can imagine the face of a loved one or favorite tune. It’s hard to imagine a smell even though it can provoke a torrent of emotions and memories.”

Ferreira says this is due to the structure of the olfactory system. Messages from scent receptors are sent via the olfactory bulb to different brain areas that control everything from memory or thirst to stress reactions.

“Olfaction is the most diverse sense with many different receptors. It’s estimated that there are about 400 different olfactory receptor gene families. Among other things these various connections may explain how we can ‘smell fear’, or the smell of victory,” he added.

Many beauty brands have invested in neuroscent research and technology, as the possibilities of creating fragrances proven to make consumers feel good are obviously big. L’Oréal has partnered with neurotechnology company Emotiv to create a scent choice “experience”.

During 2023, shoppers at certain Yves Saint Laurent stores worldwide have used a headset to create an electroencephalogram – EEG – to discover which scents appealed to them. Results so far show that 95% of customers who used the headset found the right perfume.

Fashion and fragrance business Puig says it took 45 million brain readings from men aged 18-35 to finesse the cologne Phantom by Paco Rabanne, adding lavender and lemon to the formula as a result of its research.

Givenchy Irresistible eau de parfum – the latest iteration of the Very Irresistible range that has been a bestseller for 20 years – includes a rose extract dubbed “anti-morose”, chosen after biometric research.

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Olympic Tourists in Cortina Can Explore the Dolomites with the New ‘Uber Snowmobile’ Service

The peaks of the Dolomites are seen from the Cortina Sliding Centre during the Milano Cortina 2026 Winter Olympic Games in Cortina d'Ampezzo on February 5, 2026. (AFP)
The peaks of the Dolomites are seen from the Cortina Sliding Centre during the Milano Cortina 2026 Winter Olympic Games in Cortina d'Ampezzo on February 5, 2026. (AFP)
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Olympic Tourists in Cortina Can Explore the Dolomites with the New ‘Uber Snowmobile’ Service

The peaks of the Dolomites are seen from the Cortina Sliding Centre during the Milano Cortina 2026 Winter Olympic Games in Cortina d'Ampezzo on February 5, 2026. (AFP)
The peaks of the Dolomites are seen from the Cortina Sliding Centre during the Milano Cortina 2026 Winter Olympic Games in Cortina d'Ampezzo on February 5, 2026. (AFP)

The peaks of the Dolomites are seen from the Cortina Sliding Centre during the Milano Cortina 2026 Winter Olympic Games in Cortina d'Ampezzo on February 5, 2026. (AFP)

For one month starting on Saturday, Olympic spectators keen for a side trip to a UNESCO World Heritage Site can use Uber to reserve a ride on a snowmobile along the snow-covered road to the base of the Three Peaks of Lavaredo.

The dramatic, jagged limestone pinnacles stand just 23 kilometers (14.3 miles) from the Cortina venues where athletes are competing in the 2026 Winter Olympics and Paralympics.

One of the Olympic torchbearers, Giulia Baffetti, runs snowmobiling tours through Cortina-based winter activities outfit Snowdreamers. The company partnered with Uber, the official ride-hailing sponsor for the Games, to offer free tours on the weekends in February to people in town.

"Uber Snowmobile" tours, which can only be booked through Uber, include a ride in an Uber transfer bus for up to eight people from Cortina to the spot where riders mount their snowmobiles for departure. Tourgoers then follow the instructor, who leads the line of snowmobiles.

The first slots offered went fast, but Uber spokesperson Caspar Nixon said Friday that it planned to add more.

The three peaks are a magical place, Baffetti said, and this is a way for more people to experience it. Hikers and climbers flock there in the warmer months. In the winter, it’s a prime spot for cross-country skiing, snowshoeing and sledding. Snowmobiling is allowed in a limited area in order to protect the environment.

"We want to give an experience to the tourists, so they can feel the mountains in a different way," she said.

The Associated Press took the one-hour tour on Thursday, ahead of the Saturday launch, along with one other person. Helmets are essential, while heated handgrips are a most welcome feature. And that red button? Passengers can push it to stop the snowmobile if it veers off course or they feel unsafe.

The adrenaline-filled ride reaches speeds up to 40 kph (25 mph) when zooming past snow-covered trees, and drivers are instructed to slow when coming upon cross-country skiers and sledders. Deer and wolves are sometimes seen along the 7-kilometer (4.3-mile) route up to the base of the peaks.

Also visible on Thursday was the southernmost of the three Lavaredo peaks, rising sharply out of the fog. While the Dolomites are breathtaking from Cortina — and on Friday, the sun shone and the view was clear from town — they are even more impressive up close.

The route back includes a short loop around Lake Antorno. Before traversing all the ups and downs, the snowmobile instructor leading the tour offers a reminder about that red button.

Saher Deeb, an Israeli tourist, was along for the ride Thursday, one day after his 29th birthday. It was his first time on a snowmobile, and he was all smiles as he climbed off at the end.

"It was perfect," he said.

Varieties

French Duo Finish Walking from France to Shanghai After 1.5 Years

Performers throw molten iron to create sparks during a performance on the Bund promenade along the Huangpu river, ahead of the upcoming Lunar New Year of the Horse in Shanghai on February 2, 2026. (AFP)
Performers throw molten iron to create sparks during a performance on the Bund promenade along the Huangpu river, ahead of the upcoming Lunar New Year of the Horse in Shanghai on February 2, 2026. (AFP)
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French Duo Finish Walking from France to Shanghai After 1.5 Years

Performers throw molten iron to create sparks during a performance on the Bund promenade along the Huangpu river, ahead of the upcoming Lunar New Year of the Horse in Shanghai on February 2, 2026. (AFP)
Performers throw molten iron to create sparks during a performance on the Bund promenade along the Huangpu river, ahead of the upcoming Lunar New Year of the Horse in Shanghai on February 2, 2026. (AFP)

Two French adventurers reached the end of an epic walk from France to Shanghai on Saturday, after nearly a year and a half crossing 16 countries almost entirely on foot.

Loic Voisot and Benjamin Humblot embraced as they stood by the river on the Bund promenade, the financial hub's distinctive skyline glittering in the background.

Voisot and Humblot set off from Annecy in September 2024.

"We were thinking about this moment almost every day for more than a year now, so it's a really strong feeling," Humblot said of reaching their destination.

Hanging out after work one day, the two friends realized they both yearned for a "great adventure".

They wanted to visit China -- but without flying, which they believe is too harmful to the environment.

A plan to set out on foot was hatched, and except for a stretch in Russia which was done by bus for safety reasons, 518 days and around 12,850 kilometers (7,980 miles) later they took the last steps to completing it.

Around 50 people gathered at the start point for the last 10km stretch of their odyssey, many local people who have been following them on social media.

Along the way their numbers swelled, as media, French residents of Shanghai and others joined.

"If your dreams are crazy, just take it step by step and sometimes you will not succeed, but sometimes you will," said Voisot.

Asked what he would do first now the walk was over, he joked: "Sleep a lot!"

Varieties

Annual Orchids Show Brings Vivid Color to Chicago Winter

Orchids adorn a Volkswagen Beetle as finishing touches are placed on the 12th annual Chicago Botanic Garden Orchid Show, Friday, Feb. 6, 2026, in Glencoe, Ill. (AP)
Orchids adorn a Volkswagen Beetle as finishing touches are placed on the 12th annual Chicago Botanic Garden Orchid Show, Friday, Feb. 6, 2026, in Glencoe, Ill. (AP)
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Annual Orchids Show Brings Vivid Color to Chicago Winter

Orchids adorn a Volkswagen Beetle as finishing touches are placed on the 12th annual Chicago Botanic Garden Orchid Show, Friday, Feb. 6, 2026, in Glencoe, Ill. (AP)
Orchids adorn a Volkswagen Beetle as finishing touches are placed on the 12th annual Chicago Botanic Garden Orchid Show, Friday, Feb. 6, 2026, in Glencoe, Ill. (AP)

A soft layer of white snow blankets the grounds of the Chicago Botanic Garden. The air is chilly, the sky gray.

Inside, however, the air is warm and lights illuminate more than 10,000 vividly colored orchids. Staff members move in and out of greenhouses, preparing to open the garden’s 12th annual Orchid Show on Saturday.

This year’s theme is “Feelin’ Groovy" with several installations calling back to the 1970s, including a yellow Volkswagen Beetle filled with orchids.

“It’s just a really great way to get out of the winter cold and come into our greenhouses,” said Jodi Zombolo, associate vice president of visitor events and programs. “I think people are really looking for something to kind of bring happiness and something that they will enjoy and find whimsy in.”

The orchid family is one of the largest in the plant world and some of the species in the show are rare, exhibits horticulturist Jason Toth said. One example is the Angraecum sesquipedale, also known as Darwin’s orchid, on display in the west gallery.

Toth said the orchid led Darwin to correctly conclude that pollinators have adapted in order to reach down the flower's very long end.

"It has a great story and it’s quite remarkable-looking,” said Toth.

Elsewhere, massive, gnarly roots dangle from purple, pink and yellow Vanda orchids in the south greenhouse. These epiphytic orchids grow on the surface of trees instead of in soil.

“I think everyone’s tired of the winter,” said Toth. “So having some kind of flower show at this point is what we’re all craving. And 'Orchids' fits the bill.”

The show is expected to draw 85,000 visitors this year.