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EmotiOn Uses Data to Tap the Emotional Power of Fragrance

June 14, 2021 BeautyMatter
June 14, 2021
Tengyart via Unsplash

EmotiOn is a new suite of fragrance tools and solutions designed to create emotional scents for products. Firmenich brings together proprietary global consumer insights, cutting-edge neuroscientific research, and the expertise of its perfumers to deliver fragrances with positive emotions to consumers.

“Olfaction plays an essential role in all our lives by transmitting emotions and ultimately influencing purchasing behavior, now more than ever,” said Ilaria Resta, President, Global Perfumery. “Our fragrances heighten consumers’ positive emotional experiences across many touchpoints. We have created a multifaceted modular program, EmotiOn, to help our customers develop perfect product mixes.”

A Rockefeller University study shows that in the short term, we remember just 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste, and 35% of what we smell.

Firmenich's in-house experts designed the EmotiOn program to offer an integrated approach to designing fragranced products that tap into positive emotions of billions of consumers globally. The suite includes a unique set of tools and solutions that can be combined to work together in a holistic manner.

  • EmotiClaim delivers the best emotional positioning for a specific country and category to ensure a product resonates with consumers.
  • Emoti360 uses consumer insights to match ingredients and colors with emotional benefits to reinforce value in product design.
  • EmotiCode defines fragrance creation rules for our perfumers to create scents that elicit specific emotions with consumers.
  • EmotiBoost is a collection of accords that have positive emotional benefits created for three different categories (air care, laundry, and skin cleansing) covering a wide olfactive spectrum and a variety of emotional claims that were tested using patented implicit research techniques.

“Our research and investment in emotions and how they drive purchasing habits, particularly throughout the pandemic, is distinctive and truly global in its approach,” said Matteo Magnani, Chief Consumer & Innovation Officer. “Our EmotiOn program provides in-depth insights from 11 countries to craft fragrances that bring positive emotions to their consumers and to help our customers boost their claims with consumer validation.”

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