Eau de emotion: dsm-firmenich debuts neuro-fragrance platform to foster social connection

dsm-firmenich has unveiled EmotiOn Social Connection, a fragrance platform rooted in neuroscientific research designed to enhance human interaction and emotional closeness.

The launch reflects neurocosmetics’ growing momentum as a category, and highlights scent’s role in shaping social well-being.

“We know that scent has a powerful impact on how we feel. It’s the only sense directly wired to the brain’s emotional and memory centers, which makes fragrance a unique tool for triggering positive emotions. At dsm-firmenich, we’ve spent over 30 years studying this connection, and EmotiOn is the result of that deep expertise,” Michal Benmayor, head of Perfumery Innovation and Sustainability at dsm-firmenich, tells Personal Care Insights.

The fragrance and ingredient company positions the innovation against the backdrop of modern social challenges.

“In today’s hyper-connected world, many people — especially younger generations — feel more isolated than ever. Social media, remote work, and digital overload have created a paradox: we’re constantly online, yet often disconnected from real human interaction. Scent offers a powerful and intimate way to bridge that gap,” Benmayor adds.

According to dsm-firmenich’s global survey of 12,000 consumers across 20 countries, 75% believe strong relationships are essential for well-being, yet 52% of Gen Z report feeling isolated.

In the same study, 61% of respondents said fragrance helps reduce feelings of loneliness.

“EmotiOn Social [is] the first fragrance innovation designed to boost presence and human connections. It blends emotional expertise, data intelligence, and behavioral science to create fragrances that help bring us closer to each other,” adds Matteo Magnani, executive VP of Growth Office at dsm-firmenich.

Science behind scent

The launch builds on a multi-layered research program that combines neuroscience, behavioral science, and consumer testing. dsm-firmenich reports that it drew from a database of over 40,000 tested fragrances and over a million consumer insights to identify olfactive cues linked to feelings of social connection.

The company’s proprietary AI model then analyzed the data and established fragrance design guidelines for perfumers.

These guidelines were validated with “a world-renowned research institute” using a behavioral testing method designed to measure human responses in social interaction contexts.

The platform aims to make scent a sort of catalyst for social comfort and belonging.The approach also combines AI-driven fragrance design with neuroscientific methodologies to measure brain activity in response to scents.

“The EmotiOn Social Connection… [is] a testament to how science can elevate everyday experiences. By decoding the emotional language of fragrance, we’re creating scent solutions that help people feel more socially confident and connected,” says Sarah Reisinger, chief science and research officer at dsm-firmenich.

The brain’s olfactory pathways

The innovation fits into the broader category of neurocosmetics, where products are designed to interact with the skin–brain axis or olfactory pathways to influence mood and well-being.

dsm-firmenich highlights that the sense of smell is directly connected to the brain’s limbic system, which regulates emotions and memory. This neural link explains why certain scents can trigger vivid emotional responses or remind people of past experiences.

The company’s EmotiOn program is built on this principle, with over 50 published studies on olfaction, emotion, and cognition contributing to its design.

dsm-firmenich’s Scentmove categorizes various cultures’ emotional responses to scents, further allowing perfumers to design olfactive experiences targeting different states of well-being.

“[Scentmove] helps us create clear design guidance on a wide range of emotional territories, from energy and relaxation to social connection, validated using neuroscientific methods like psychophysiology and behavioral testing. This guidance helps perfumers create fragrances that are not only beautiful, but proven to deliver emotional benefits,” Benmayor explains.

“With EmotiOn, we bring all of this together, offering perfumers unique design guidance that is scientifically validated, while leaving them the creative freedom to express their artistry. It’s a new way of creating fragrance where every note is chosen not just for how it smells, but for how it makes people feel.”

Broader applications

The company describes EmotiOn Social Connection as a versatile platform applicable across fine fragrance, personal care, home, and laundry products.

dsm-firmenich’s launch aims to foster social connectivity, as many people feel more isolated than ever.The platform aims to translate scientific findings into formulations for daily essentials, making scent a sort of catalyst for social comfort and belonging.

“Whether it’s a hug, a shared laugh, or a quiet moment of togetherness — fragrance becomes the invisible thread that draws people closer,” the company says.

Sustainability achievement

In other company moves, dsm-firmenich has announced today that it achieved its target of sourcing 100% of its purchased electricity from renewable sources, months ahead of the company’s initial 2025 target. 

The achievement is part of the company’s broader climate strategy to reach net-zero greenhouse gas emissions across its operations and value chain by 2045.

The company’s renewable energy sourcing strategy includes long-term power purchase agreements with wind and solar farms in Europe and North America, local retail contracts, and new long-term agreements in China.

Beyond electricity, dsm-firmenich is also expanding efforts to decarbonize other parts of its energy mix, including investing in renewable steam from sustainably sourced biomass plants across Switzerland, France, China, and Brazil. 

The company will also work with partners to optimize its waste streams and develop low-carbon energy solutions.