L’Oréal partners with Emotiv to launch fragrance personalisation device

L’Oréal partners with Emotiv to launch fragrance personalisation device

THE WHAT? L’Oréal has announced a strategic partnership with Emotiv combining one of the neurotechnology company’s devices with the French beauty giant’s proprietary scents and algorithms to help consumers make accurate and personalised choices when selecting fragrance.

THE DETAILS Created by L’Oréal’s Technology Incubator, luxury brand Yves Saint Laurent, and a team of fragrance experts, alongside Emotiv, the fragrance consultation experience connects neuro responses to fragrance preferences through a multi-sensor EEG-based headset. The headset uses machine learning algorithms that interpret EEG, while consumers experience proprietary scent families, to provide the ability to accurately sense and monitor behavior, preferences, stress, and attention in real-world contexts. The first-of-its-kind experience helps consumers determine their perfect scent suited to their emotions.

The experience will be available in Yves Saint Laurent flagship stores in multiple countries later this year and through 2023.

THE WHY? Guive Balooch, Head of L’Oréal’s Technology Incubator, commented, “We are constantly developing innovative, personalized experiences for our consumers. The intersection of neurotech, AI, and science is an exciting next step. The science of choosing a fragrance is very complex. This partnership promises innovation for the entire beauty industry as this is truly the first time that consumers will have access to a state-of-the-art, in-store experience that uses neuroscience to provide personalized, precise fragrance advice.”

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