عربي English Türkçe اردو فارسى
Logo
Latest News
Varieties

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
TT
20
TT

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.

Most Viewed

 
Varieties

Sunshine Abounds as the Summer Solstice Arrives

Children cool off as they run through a public fountain in Colmar, eastern France, on August 21, 2023, as France experiences a late summer heatwave. (AFP)
Children cool off as they run through a public fountain in Colmar, eastern France, on August 21, 2023, as France experiences a late summer heatwave. (AFP)
TT
20
TT

Sunshine Abounds as the Summer Solstice Arrives

Children cool off as they run through a public fountain in Colmar, eastern France, on August 21, 2023, as France experiences a late summer heatwave. (AFP)
Children cool off as they run through a public fountain in Colmar, eastern France, on August 21, 2023, as France experiences a late summer heatwave. (AFP)

Peak sunshine has arrived in the Northern Hemisphere: the summer solstice.

Friday is the longest day of the year north of the equator, where the solstice marks the start of astronomical summer. It's the opposite in the Southern Hemisphere, where it is the shortest day of the year and winter will start.

The word “solstice” comes from the Latin words “sol” for sun and “stitium” which can mean “pause” or “stop.” The solstice is the end of the sun's annual march higher in the sky, when it makes its longest, highest arc. The bad news for sun lovers: It then starts retreating and days will get a little shorter every day until late December.

People have marked solstices for eons with celebrations and monuments, including Stonehenge, which was designed to align with the sun's paths at the solstices. Here’s what to know about the Earth’s orbit.

Solstices are when days and nights are at their most extreme

As the Earth travels around the sun, it does so at an angle relative to the sun. For most of the year, the Earth’s axis is tilted either toward or away from the sun. That means the sun’s warmth and light fall unequally on the northern and southern halves of the planet.

The solstices mark the times during the year when this tilt is at its most extreme, and days and nights are at their most unequal.

During the Northern Hemisphere’s summer solstice, the upper half of the earth is tilted toward the sun, creating the longest day and shortest night of the year. This solstice falls between June 20 and 22.

Meanwhile, at the winter solstice, the Northern Hemisphere is leaning away from the sun, leading to the shortest day and longest night of the year. The winter solstice falls between December 20 and 23.

The equinox is when there is an equal amount of day and night

During the equinox, the Earth’s axis and its orbit line up so that both hemispheres get an equal amount of sunlight.

The word equinox comes from two Latin words meaning equal and night. That’s because on the equinox, day and night last almost the same amount of time, though one may get a few extra minutes, depending on where you are on the planet.

The Northern Hemisphere’s spring, or vernal, equinox can land between March 19 and 21, depending on the year. Its fall, or autumnal, equinox can land between Sept. 21 and 24.

On the equator, the sun will be directly overhead at noon. Equinoxes are the only time when both the north and south poles are lit by sunshine at the same time.

What's the difference between meteorological and astronomical seasons? These are just two different ways to carve up the year.

While astronomical seasons depend on how the Earth moves around the sun, meteorological seasons are defined by the weather. They break down the year into three-month seasons based on annual temperature cycles. By that calendar, spring starts on March 1, summer on June 1, fall on Sept. 1 and winter on Dec. 1.