Estée Lauder explores connection between fragrance and emotion with new research collaboration

The Estée Lauder Companies has announced a new scientific research collaboration to further advance its commitment to fragrance innovation.

The multi-year research project aims to explore the neurological connections between fragrance and emotion.

The research will be used by Estée Lauder's scientists and product developers to inform fragrance product and packaging innovation, consumer experiences, marketing claims, and more.

Sumit Bhasin, Senior Vice President of Corporate Fragrance Research & Development, Product Development and Innovation at Estée Lauder, said: "Scents have long been associated with emotions and have a powerful connection to wellness.

"As consumer interest in the functional benefits of fragrance continues to accelerate, this research will provide us with deeper insights into how fragrance plays a role in evoking nostalgia."

The research, in partnership with the TUD Dresden University of Technology and its Department of Otorhinolaryngology, spans a number of advanced measurement science approaches that assess the neuropathways associated with scent, psychometric and physiological analyses, brain imaging studies, and more, to assess the correlation between scent and emotions.

It will build upon existing studies the company has completed on the functional benefits of fragrance.

Key learnings will be used at Estée Lauder's facilities worldwide, including its Paris-based Atelier, a new co-creation space opening in early 2025 exclusively focused on fragrance innovation and craftsmanship.