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.



Australia Sweats Through Hottest 12 Months on Record

Australia has just sweltered through its hottest 12 months on record, a period of drenching floods, tropical cyclones and mass coral bleaching. DAVID GRAY / AFP/File
Australia has just sweltered through its hottest 12 months on record, a period of drenching floods, tropical cyclones and mass coral bleaching. DAVID GRAY / AFP/File
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Australia Sweats Through Hottest 12 Months on Record

Australia has just sweltered through its hottest 12 months on record, a period of drenching floods, tropical cyclones and mass coral bleaching. DAVID GRAY / AFP/File
Australia has just sweltered through its hottest 12 months on record, a period of drenching floods, tropical cyclones and mass coral bleaching. DAVID GRAY / AFP/File

Australia has just sweltered through its hottest 12 months on record, a weather official said Thursday, a period of drenching floods, tropical cyclones and mass coral bleaching.

Senior government climatologist Simon Grainger said the rolling 12-month period between April 2024 and March 2025 was 1.61 degrees Celsius (34.9 degrees Fahrenheit) above average -- the hottest since records began more than a century ago.

"This is certainly part of a sustained global pattern," he told AFP.

"We've been seeing temperatures since about April 2023 that were globally much warmer than anything we have seen in the global historical record."

The previous hottest period was in 2019, Grainger said, when temperatures were 1.51 degrees Celsius above average.

"That is a pretty significant difference," Grainger said.

"It's well above what we would expect just from uncertainties due to rounding. The difference is much larger than that."

The record was measured on a rolling 12-month basis -- rather than as a calendar year.

Australia has also recorded its hottest-ever March, Grainger said, with temperatures more than two degrees above what would normally be seen.

"There has basically been sustained warmth through pretty much all of Australia," he said.

"We saw a lot of heatwave conditions, particularly in Western Australia. And we didn't really see many periods of cool weather -- we didn't see many cold fronts come through."

Sickly white coral

From the arid outback to the tropical coast, swaths of Australia have been pummeled by wild weather in recent months.

Unusually warm waters in the Coral Sea stoked a tropical cyclone that pummeled densely populated seaside hamlets on the country's eastern coast in March.

Whole herds of cattle have drowned in vast inland floods still flowing across outback Queensland.

And a celebrated coral reef off Western Australia has turned a sickly shade of white as hotter seas fuel an unfolding mass bleaching event.

The average sea surface temperature around Australia was the "highest on record" in 2024, according to a recent study by Australian National University.

This record run looked to have continued throughout January and February, said Grainger.

"We haven't seen much cooling in sea surface temperatures."

Moisture collects in the atmosphere as oceans evaporate in hotter temperatures -- eventually leading to more intense downpours and storms.

Australia follows a slew of heat records that have been toppling across the planet.

Six major international datasets confirmed that 2024 was the hottest year on record.

Scientists are unanimous that burning fossil fuels has largely driven long-term global warming.

Australia sits on bulging deposits of coal, gas, metals and minerals, with mining and fossil fuels stoking decades of near-unbroken economic growth.

But it is increasingly suffering from more intense heatwaves, bushfires and drought, which scientists have linked to climate change.