dsm-firmenich launches a fragrance technology that fosters social connections

Can fragrance help human beings build better social relationships? dsm-firmenich believes so — and the fragrance company has even developed a new method for creating scents that encourage social connections! Dubbed emotiOn social connection, the patent-pending innovation provides perfumers with a structured framework to support their creative process.

Boosting social connections

Created under the emotiOn program (pronounced “emoti-on”) and built on neuroscience research in collaboration with academic partners, dsm-firmenich’s new fragrance design approach is said to be the first scientifically proven method to strengthen human connection and inspire real-life social interactions.

“It blends emotional expertise, data intelligence, and behavioral science, to create fragrances that help bring us closer to each other, that help us connect with others,” shares Matteo Magnani, Executive Vice President, Growth Office at dsm-firmenich.

This new creative method clearly taps into a real and deeply felt need. A dsm-firmenich study of 12,000 consumers across 20 countries revealed that 75% view positive social relationships as key to well-being. Yet, over half of Gen Z participants — 52% — said they feel isolated and have fewer in-person interactions.

And fragrances hold a meaningful place in this landscape: 61% of individuals surveyed by dsm-firmenich reported that perfume helps them overcome feelings of isolation.

Big data and artificial intelligence

To support this bold claim, dsm-firmenich says it followed “a rigorous scientific process” that brings together behavioral science and creative expertise.

The company drew on an extensive consumer study focused on decoding the olfactive cues linked to the emotions we feel when we connect with others.

The study results were benchmarked against dsm-firmenich’s large database — comprising over 40,000 tested fragrances and more than one million consumer insights — processed through the company’s proprietary AI model to uncover characteristic olfactory patterns.

Simultaneously, in collaboration with a world-renowned research institute, dsm-firmenich developed a behavioral testing methodology to measure human reactions in the context of social interactions. These tests served to validate the creative guidelines underlying emotiOn Social Connection.

“By decoding the emotional language of fragrance, we’re creating scent solutions that help people feel more socially confident and connected,” highlights Sarah Reisinger, Chief Science & Research Officer at dsm-firmenich.

The versatile approach unlocked by emotiOn social connection is applicable across fine fragrance and daily essentials.