The Power To Choose How You Feel January 17, 2025

Perfumery is an art that dates to ancient Greece. Once considered solely a tool for seduction, aromas, scents, and beauty, it is no longer sold as a superficial element, as feeling good gets equal weightage. What if fragrances could take away stress and make you smile with just a whiff? That is what neuroscents are offering. Neuroscents are mood enhancers, putting the power of feelings in the customers hands. Whether the need of the hour is the relax, feel energised or help focus, there is a scent serving each purpose. Today, companies are using AI and neuroscents to create formulas that are driven by individual choices. This is a wellness product line that offers solutions in multiple forms. You can use candles, diffusers, bath oils or creams to gain the “feel good” factor and add a bounce to your step.

SO, WHAT EXACTLY ARE NEUROSCENTS?

As the name suggests, these are scents that affect the brain. The research suggests that aromas are beneficial beyond the regular effects as fragrances work as sensitive triggers to make one feel elated, or energetic or even, improve sleep patterns. The tagline for neuroscents is ‘emotional benefits.’ It may seem like aromatherapy, but neuroscents are more in tune with aromachology– the study of influence of odours on human behaviour. It relates to the psychological, rather than therapeutic effect scents have on moods.

THE SCIENTIFIC ASSISTANCE 

]For decades international organisations have been trying to document the impact of scents on brains. The International Fragrance Foundation (IFF) has tested numerous fragrance notes and mapped trigger receptors in the brain. After conducting a detailed study involving neuroscience, and aided by AI, they identified six emotions that can be triggered by scents. Popular perfumery brands have used this research to create formulas tapping into these emotions. Floral scents seem to induce a calming effect, while woody citrus scents are an energising option. Musk, leather, and a blend of wood and floral scents create a recipe for a seductive fusion. Since neuroscents are at a nascent stage, product formulation happens under the guidance of neuroscientists. Like aromatic plant oils are used in case of skincare products, neuroscents use aromatic oils as well. The ingredients are either tested by scientists or appear in medical journals. And, in presentation, the end product is no different from other beauty products on the shelf that smell luxurious. Though, the sole intention of their creation is to impact emotions.

NEUROSCENTS MEAN BUSINESS

With neuroscents being ‘en vogue,’ beauty brands are investing in research and technology. L’Oreal partnered with a neurotechnology company to develop scent choice experiences. Yves Saint Laurent stores used headsets to map brain activity to understand individual behaviour pertaining to scents. They created electroencephalogram (EEG) to find the corelation between emotions and scents. Givenchy added rose extracts to its bestseller to enhance the appeal factor of the product. And, a Spanish fragrance firm collated brain readings from 45 million men to finesse their formula for a cologne. Neuroscents have offered a new line of products for niche perfumers as well. They are creating ultra-personal formulas. Brands in South Korea created personalised bath bombs using real time biodata. Netherlands boosts of an algorithm-based perfumery that delivers personalised aromas within minutes after analysing questionnaires filled by clients.

THE WINNING FORMULA

Which are the fragrances that can work as neuroscents? Rose is potentially one such aroma. It is known to heighten the release of serotonin, which is renowned for its happiness inducing effects. Bergamot is known to fuel endorphin release. Agarwood with a warm, sweet, smoky profile helps ease stress and increase relaxation. Agarwood aids in the reduction of hyperactivity between glands that respond to stress. This, in turn, modulates theta brainwaves, which are triggered in a state of relaxation and activities like meditation. These feel-good chemicals are known to increase the state of awareness.

THE ENTRY FORM

Neuroscents can be made part of the daily routine and the easiest way to introduce them is through scented candles. It is observed that a neuroscent candle is a nice way to start or finish a day. customers also enjoy using candles while cooking or doing chores around the house, as it creates a calm and soothing atmosphere. However, when used in the form of candles, neuroscents need time to alter the mood. So, it is suggested to keep them lit for a couple of hour.

 

DO NEUROSCENTS WORK?

Most neuroscientists will answer in the affirmative to the above. This is because the brain processes scents when inhaled. The olfactory nerve is stimulated with smells. This triggers a response in the amygdala, the part of the brain which is responsible for processing emotions. Ultimately, the cycle is complete with the release of neurotransmitters like endorphins and GABA. New research is now being aimed at using the power of neuroscents to improve memory and focus. Scientists believe that repeated exposure to certain scents can aid in the enhancement of cognition and memory at any age. During a study conducted by the University of california-Irvine, researchers focused on word recall tests. For six months they studied brain activity and used MRI scans to assess cognitive function and physical changes before and after the trial. The data showed a 226% improvement in cognitive performance for those using essential oils for a few hours in the night. They exhibited better verbal learning and memory compared to the control group. 75% of all human emotions are triggered by smell. Even then, the formula may not work for all. There is enough evidence to suggest that preference for scents is firmed in childhood. This is due to a process called imprinting, where the brain stores memories from the first experience of an aroma. Unpleasant ones are especially hard to alter. For example, if someone had a bad experience with the smell of rose, it is unlikely that perfumes or creams smelling like rose will release pleasure endorphins for this person. In today’s stressful environment, neuroscents could be a game changer. Giving an individual the power to choose their feelings, and elevate them by simply inhaling, is an intriguing proposition.