Scents of connection

Give your fragrance a meaningful glow-up

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Rapport. Closeness. Kinship. The link between scent and attraction is as old as the hills. But a wave of fine fragrances powered by neuroscience is sparking connection in new ways that go beyond a spritz of “eau de sexy”.

In an age when screens are replacing face-to-face contact, we're craving intimacy more than ever, and the Global Wellness Institute has warned that this “loneliness epidemic” is getting worse. The wellness industry is already responding, with experiences that pull people off their phones and into shared spaces (think less Goop, more group), and now the fragrance world is following suit.

“For her” is evolving into “For her emotional resilience”; less catchy but infinitely more compelling. DSM-Firmenich, a global leader in health and beauty ingredients, recently unveiled EmotiOn, a fragrance innovation scientifically proven to foster human connection by combining neuroscience, behavioural science and data intelligence.

And they're not alone. A new generation of functional fragrances now come with an inbuilt “How you doin’?” sensibility. “We're witnessing a new wave of ‘physi-motional’ fragrances designed to enhance human connection through neuroscience,” says Olivia Houghton, the lead beauty, health and wellness analyst at The Future Laboratory.