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.



The Next Round of Bitter Cold and Snow will Hit the Southern US

A person holds an umbrella as they walk during a winter storm, Monday, Jan. 6, 2025, in Cincinnati. (AP Photo/Joshua A. Bickel)
A person holds an umbrella as they walk during a winter storm, Monday, Jan. 6, 2025, in Cincinnati. (AP Photo/Joshua A. Bickel)
TT

The Next Round of Bitter Cold and Snow will Hit the Southern US

A person holds an umbrella as they walk during a winter storm, Monday, Jan. 6, 2025, in Cincinnati. (AP Photo/Joshua A. Bickel)
A person holds an umbrella as they walk during a winter storm, Monday, Jan. 6, 2025, in Cincinnati. (AP Photo/Joshua A. Bickel)

The next round of bitter cold was set to envelop the southern U.S. on Tuesday, after the first significant winter storm of the year blasted a huge swath of the country with ice, snow and wind.

The immense storm system brought disruption even to areas of the country that usually escape winter’s wrath, downing trees in some Southern states, threatening a freeze in Florida and causing people in Dallas to dig deep into their wardrobes for hats and gloves.

By early Tuesday, wind chill temperatures could dip into the teens to low 20s (as low as minus 10.5 C) from Texas across the Gulf Coast, according to the National Weather Service. A low-pressure system is then expected to form as soon as Wednesday near south Texas, bringing the potential of snow to parts of the state that include Dallas, as well as to Oklahoma, Arkansas and Louisiana.

The polar vortex that dipped south over the weekend kept much of the country east of the Rockies in its frigid grip Monday, making many roads treacherous, forcing school closures, and causing widespread power outages and flight cancellations.

Ice and snow blanketed major roads in Kansas, western Nebraska and parts of Indiana, where the National Guard was activated to help stranded motorists. The National Weather Service issued winter storm warnings for Kansas and Missouri, where blizzard conditions brought wind gusts of up to 45 mph (72 kph). The warnings extended to New Jersey into early Tuesday.

A Kentucky truck stop was jammed with big rigs forced off an icy and snow-covered Interstate 75 on Monday just outside Cincinnati. A long haul driver from Los Angeles carrying a load of rugs to Georgia, Michael Taylor said he saw numerous cars and trucks stuck in ditches and was dealing with icy windshield wipers before he pulled off the interstate.

“It was too dangerous. I didn’t want to kill myself or anyone else,” he said.

The polar vortex of ultra-cold air usually spins around the North Pole, but it sometimes plunges south into the U.S., Europe and Asia. Studies show that a fast-warming Arctic is partly to blame for the increasing frequency of the polar vortex extending its grip.

Temperatures plunge across the country The eastern two-thirds of the U.S. dealt with bone-chilling cold and wind chills Monday, with temperatures in some areas far below normal.

A cold weather advisory will take effect early Tuesday across the Gulf Coast. In Texas’ capital of Austin and surrounding cities, wind chills could drop as low as 15 degrees (minus 9.4 C).

The Northeast was expected to get several cold days.

Transportation has been tricky Hundreds of car accidents were reported in Virginia, Indiana, Kansas and Kentucky, where a state trooper was treated for non-life-threatening injuries after his patrol car was hit.

Virginia State Police responded to at least 430 crashes Sunday and Monday, including one that was fatal. Police said other weather-related fatal accidents occurred Sunday near Charleston, West Virginia, and Monday in Winston-Salem, North Carolina. Kansas saw two deadly crashes over the weekend, The AP reported.

More than 2,300 flights were canceled and at least 9,100 more were delayed nationwide as of Monday night, according to tracking platform FlightAware. Ronald Reagan Washington National Airport reported that about 58% of arrivals and 70% of departures had been canceled.

A record 8 inches (more than 20 centimeters) of snow fell Sunday at the Cincinnati/Northern Kentucky International Airport, leading to dozens of flight cancellations that lingered into Monday. About 4 inches (about 10 centimeters) fell Monday across the Cincinnati area, where car and truck crashes shut at least two major routes leading into downtown.

More snow and ice are expected In Indiana, snow covered stretches of Interstate 64, Interstate 69 and U.S. Route 41, leading authorities to plead with people to stay home.

“It’s snowing so hard, the snow plows go through and then within a half hour the roadways are completely covered again,” State Police Sgt. Todd Ringle said.

The Mid-Atlantic region had been forecast to get another 6 to 12 inches (15 to 30 centimeters) of snow on Monday. Dangerously cold temperatures were expected to follow, with nighttime lows falling into the single digits (below minus 12.7 C) through the middle of the week across the Central Plains and into the Mississippi and Ohio valleys.

In North Texas, 2 to 5 inches (about 5 to 13 centimeters) of snow was expected beginning Thursday, according to the National Weather Service. Snow could also hit Oklahoma and Arkansas, with some parts potentially getting more than 4 inches (about 10 centimeters).

Classes canceled in several states School closings were widespread, with districts in Indiana, Virginia, Kentucky, Missouri and Kansas canceling or delaying the start of classes Monday. Among them was Kentucky’s Jefferson County Public Schools, which canceled classes and other school activities for its nearly 100,000 students.

Classes were also canceled in Maryland, where Gov. Wes Moore declared a state of emergency Sunday and announced that state government offices would also be closed Monday. Government offices also were closed Monday in Kentucky, where Gov. Andy Beshear declared a state of emergency.

Tens of thousands are without power Many were in the dark as temperatures plunged. More than 218,000 customers were without power Monday night across Kentucky, Indiana, Virginia, West Virginia, Illinois, Missouri and North Carolina, according to electric utility tracking website PowerOutage.us.

In Virginia’s capital city, a power outage caused a temporary malfunction in the water system, officials said Monday afternoon. Richmond officials asked those in the city of more than 200,000 people to refrain from drinking tap water or washing dishes without boiling the water first. The city also asked people to conserve their water, such as by taking shorter showers.

City officials said they were working nonstop to bring the system back online.