Fragrances for holistic cognitive well-being: IFF’s Science of Wellness expands to Brazil
03 Sep 2021 --- International Flavors & Fragrances (IFF) is introducing its Science of Wellness program to the Brazilian market. The program is built on over forty years of research in fragrances and their impact on consumers’ emotions and well-being.
Through the combination of neuroscience and consumer perception data, in addition to the use of an artificial intelligence (AI) tool created in 2006, IFF perfumers design fragrances that can be used in consumer goods products to meet consumer desires through a more holistic approach.
“IFF has a long history of researching the effects of fragrances on consumer well-being and emotions, along with the use of AI,” says Nicolas Mirzayantz, president of the fragrances division at IFF.
“Results of these ongoing studies with the unique AI capability showed that our perfumers might arouse emotions and move into territories that we believe are more interesting and relevant to our customers and consumers.”
“By bringing together our research, ingredients and technologies in a single program, we have expanded our ability to meet growing consumer demand for wellness solutions.”
The program guides the creation of scents that support consumer well-being, with emotional, cognitive and physical benefits. Mood and wellness
The program is designed to guide the creation of scents that support science-based consumer well-being, with emotional, cognitive and physical benefits.
According to Innova Market Insights, concerns over mental health are becoming more significant than ever. “Mood: The Next Occasion” is also a top trend for 2021 tipped by Innova Market Insights as making an impact.
In 2020, IFF held a study with 20 thousand consumers and, of the total of participants, 87 percent reported a preference for fragrances with emotional and physical benefits.
Consumer research from Kerry also revealed that botanical extracts generate several emotions, including energy, excitement, creativity and fun.
According to Givaudan research, consumers believe that they can impact cognition through a few different avenues. Many consumers are looking for products with a more direct impact on cognition, such as clearing the mind and improving focus, attention and concentration.
Desire for well-being
Through its portfolio of fragrances, technologies and research, combined with its creative talent, IFF says it is prepared to meet the consumer’s desire for products with well-being attributes.
“Backed by the power of 5 billion data, the IFF Science of Wellness program stimulates innovation and supports perfumers by making science-based recommendations by proposing unexpected combinations of ingredients for fragrances and cosmetics,” explains Mirzayantz.
“Having access to the best perfumery ingredients and the latest technological advances in the fields of digital, neuroscience and artificial intelligence is a fantastic source of inspiration that genuinely helps us in our daily lives,” notes IFF perfumer Fanny Bal.
Scent of relaxation
Recognizing the impact of fragrances and cognition and well-being, many personal care companies are tapping into scents that instigate consumer interest.
For example, Native is capturing the best Coffee Haus scents for their new, limited-edition fall collection. The four new scents in the Coffee Haus Collection are available as deodorant, plastic-free deodorant, and body wash. The scents include Matcha & Sweet Cream, Earl Grey & Mulberry and Cherry & Vanilla Macaron.
Recognizing the impact of fragrances on well-being, many personal care companies are tapping into scents that instigate consumer interest.Halarosis (meaning relaxation in Greek) recently announced it would be adding new scents to its growing line of fragrance products while also planning a major product expansion in the coming months, including air and fabric fresheners and reed diffusers.
Meanwhile, perfume brand Skylar is disclosing all of the ingredients that go into their perfume NPD to boost transparency and tap into clean beauty trends. Sara Miranda, brand marketing director at Skylar, spoke to PersonalCareInsights about the company’s new launch of eau de parfums, which feature allergen-free formulations and custom sustainable packaging.
Innovations in fragrance delivery
Beauty giant Coty recently introduced a digitally-enabled, touchless fragrance testing device, which dispenses a single droplet of liquid directly to an arm or a blotter, offering customers a more hygienic testing experience.
P&G’s Febreze brand of fabric fresheners introduced Febreze Unstopables Touch Fabric Spray to reinvent the way people refresh their homes by giving them “a long-lasting scent with every touch.” The Febreze Unstopables Touch Fabric Spray is a new entry within the fabric refresher category that combines odor elimination with breakthrough touch-activated scent technology, the company supports.
Marking a significant stride in zero waste beauty packaging, Armani Beauty unveiled a refillable perfume bottle for the latest addition to its olfactory family. The high-end brand’s latest fragrance launch, dubbed My Way, is the first in seven years.
By Kristiana Lalou
