Initio feel lab uses brain signals for fragrance testing
Initio Parfums Privés has introduced a sensory concept that links neuroscience and perfumery. The system measures how the brain reacts to fragrance exposure in real time using electroencephalogram technology. It places scent selection within a framework that combines emotional response and data analysis.
The experience relies on a lightweight EEG device fitted with sensors that record brain activity. The signals are grouped into frequency bands commonly associated with cognitive states. An algorithm processes this data and generates a single indicator designed to reflect individual response patterns when exposed to different perfumes.
The concept was developed with contributions from technology and neuroscience partners, including research-focused innovation environments. It aims to translate unconscious reactions into measurable insights without removing personal choice. Users can compare instinctive reactions with conscious preferences when evaluating fragrances.
The system is being introduced across selected locations, including Morocco and France. It accompanies recent fragrance releases from the brand, offering participants a structured way to explore scent profiles through both sensory perception and neurological feedback. The approach reframes perfume selection as an interaction between emotion, memory, and measurable brain activity.
-
16:45
-
16:30
-
16:15
-
16:00
-
15:45
-
15:30
-
15:15
-
15:00
-
14:45
-
14:30
-
14:14
-
14:00
-
13:43
-
13:00
-
12:45
-
12:30
-
12:15
-
12:00
-
11:52
-
11:45
-
11:42
-
11:36
-
11:30
-
11:20
-
11:18
-
11:15
-
11:09
-
11:07
-
11:00
-
10:59
-
10:55
-
10:55
-
10:45
-
10:38
-
10:30
-
10:27
-
10:15
-
10:09
-
10:02
-
10:00
-
09:57
-
09:53
-
09:48
-
09:45
-
09:41
-
09:36
-
09:32
-
09:30
-
09:23
-
09:18
-
09:15
-
09:09
-
09:03
-
09:00
-
08:50
-
08:45
-
08:40
-
08:32
-
08:30
-
08:20
-
08:15
-
08:14
-
08:00
-
08:00
