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Ingredients giant dsm-firmenich has introduced emotiOn social connection, a patent-pending fragrance innovation that claims to encourage real-life human interactions through scent. The technology, unveiled in September 2025, represents the company's first foray into what it calls "emotionally intelligent" fragrances scents specifically designed to influence social behavior rather than simply smell good. Developed through collaboration with academic institutions and grounded in over 30 years of neuroscientific research, the innovation aims to address what dsm-firmenich identifies as a growing disconnect: while 75% of consumers across 20 countries cite happy social relationships as essential to wellbeing, 52% of Gen Z report feeling isolated.The science behind emotiOn combines behavioral research with artificial intelligence. dsm-firmenich analyzed its database of 40,000 tested fragrances and over 1 million consumer insights to identify olfactive patterns associated with feelings of connection. Working with an unnamed research institute, the company developed a behavioral testing methodology to measure how people respond to certain scents during social interactions. The result is a set of patent-pending fragrance design guidelines that perfumers can use to create scents intended to foster what the company calls "emotional closeness." The innovation can be applied across perfumes as well as everyday products like body care and home scents.TREND BITEConsumers especially Gen Z and younger millennials are seeking out tools that help them navigate social discomfort. By tapping into fragrance's unique ability to bypass rational thought and trigger emotional responses, emotiOn positions scent as a bridge between our increasingly online lives and the real-world interactions many crave but find intimidating.Fragrance here becomes a proxy for emotional intelligence: a way to regulate mood and social presence subtly, without medication or mindfulness apps. It echoes the broader wellness trend of embedding everyday products with properties promising physical and mental benefits; think adaptive lighting for mood, weighted blankets that reduce stress and food brands marketing gut-brain balance. How could your brand venture (deeper) into the territory of ambient wellbeing?
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Marketing and Advertising
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