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.



UK Farm Swaps Milk for Cow Cuddles

Visitor Jess Tinton embraces a cow during a "Cow Cuddling" experience at Dumble Farm in Arram, Britain, June 17, 2025. REUTERS/Phil Noble
Visitor Jess Tinton embraces a cow during a "Cow Cuddling" experience at Dumble Farm in Arram, Britain, June 17, 2025. REUTERS/Phil Noble
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UK Farm Swaps Milk for Cow Cuddles

Visitor Jess Tinton embraces a cow during a "Cow Cuddling" experience at Dumble Farm in Arram, Britain, June 17, 2025. REUTERS/Phil Noble
Visitor Jess Tinton embraces a cow during a "Cow Cuddling" experience at Dumble Farm in Arram, Britain, June 17, 2025. REUTERS/Phil Noble

Years of floods and low food prices have driven a dairy farm in England's northeast to stop milking its cows and instead charge visitors to cuddle them.

Dumble Farm started as a dairy farm in the 1970s, but in recent years flooding washed out crops and killed off the type of grass the cows like to eat, while milk prices below cost of production proved an insurmountable challenge, Reuters reported.

"The amount of flooding and the pressures on our land were just making it unsustainable for us to carry on," said Fiona Wilson, co-owner of the farm.

Agriculture is one of the sectors worst-affected by climate change, with farmers in Europe and elsewhere suffering under increasing heat, drought and flooding.

In 2022, Dumble Farm sold all but a few of its dairy cows and, in a scramble to reinvent itself, began offering "cow cuddling" experiences to fund a wildlife conservation scheme.

For 95 pounds ($127.80), visitors can cuddle, brush and stroke the cows as they lie down on a straw-covered enclosure inside a barn. The experience includes a safari to see Highland cattle.

"It's been so worth it, just to get so close to the cows, and they are so loving and gentle," guest Emma Hutton, 25, said after she spent some time cuddling one of the cows.

It took over a year to train the cows to feel comfortable with cuddling, but now the animals have fully adjusted, farmer James McCune said.

"They like being pampered. They are like big dogs... It's more of a spa day for the cows," McCune said. The farm uses the proceeds to create habitats to protect wildlife and support declining species, such as lapwing birds.

"It's great that we can fund the conservation scheme by having visitors to the farm, and that's really the bigger picture," Wilson said.