The neuroscience-backed line-up consists of Cosmic Power (spicy amber), Love Frequency (woody floral), Joyphoria (warm floral), Magic Energy (woody citrus), Calm Bliss (aquatic floral) and More Sex (leather musk). And they’re all informed by how specific fragrances have historically been used for spiritual, emotional and medicinal purposes. For example, Magic Energy features a blend of palo santo (a traditional remedy derived from a wild tree native to South America), bergamot oil and cypress to help boost energy levels, while Joyphoria combines neroli oil, a coconut water accord and petitgrain oil to enhance happiness.
The perfumes can also be layered together to encourage multiple feelings at once, like empowerment and intimacy (see Fragrance Category Projections 24-26 for more on scent layering).
The brand also worked with colour theorists to align the shade of each bottle to the emotion the fragrance is channelling, with specific gemstone hues selected based on the metaphysical properties of crystals. Inspired by 18th-century alchemy bottles, each vessel is etched with a symbol relating to its emotional response and features a pointed cap (a nod to the Egyptian Pyramids). The fragrances also come with mantra cards. For more on functional fragrances with a spiritual edge, see Marketing Fragrance to Millennials & Gen Z.
The rise in neuroscents and functional fragrances across the wider wellness industry is seeing brands explore the intersection of beauty and science to redefine traditional product categories and wellness experiences, with neuroscents being described as “aromatherapy 2.0.” by IFF’s senior consumer science manager, Céline Manetta.
For more on functional fragrance, read Evolving Home Fragrance Experiences.
