L’Oréal and Emotiv share a common desire to allow everyone to choose their own olfactory signature. Thus, the two entities have created an instrument that combines neurotechnological expertise with L’Oréal-owned algorithms.

“We are constantly developing personalized adventures for our customers,” said Guive Balooch, Director of L’Oréal’s Tech Incubator. “This partnership promises something new for the entire beauty industry, as it is truly the first time the general public will have access to cutting-edge neuroscience technology at the point of sale.”

It is a counseling experience that links neurological responses to fragrance preferences through a multi-sensor headset based on electroencephalogram (EEG) technology. The headset uses machine learning algorithms that interpret the EEG, while consumers explore proprietary scent families. This protocol helps determine which scents best respond to emotions.
The experience will be available in all Yves Saint Laurent flagships by the end of the year.