Initio Parfums Privés tests neuroscience-guided fragrance discovery

For the first time in perfumery, Feel Lab harnesses real-time measurements of the brain’s electrical activity. Created in collaboration with Feel’Tech by Micropole, BrainCo, and the Harvard Innovation Lab, this innovative tool aims to transform the way customers discover new fragrances.

In practice, customers in-store are invited to wear a sensor-equipped headband that records brain activity in real time throughout the discovery session. The emotional response elicited by each fragrance—captured through the brain’s alpha, beta, delta, theta, and gamma waves—is then processed by an algorithm, which translates it into an emotional compatibility indicator known as the FocusCalm Score.

The aim is to enable each individual to compare their conscious preferences with those revealed by their brain activity. The experience is not about prescribing a fragrance, but about offering a dual perspective — both rational and unconscious. Ultimately, the customer remains free to select the fragrance that resonates with their conscious choice, their brain’s unconscious response, or a subtle harmony between the two, explains Initio Parfums Privés.

Launching in September 2025, the Feel Lab Experience is debuting at Le 320, the Parisian flagship of Initio Parfums Privés at 320 rue Saint-Honoré in the 1st arrondissement. A selective international rollout will follow across a curated network of exclusive points of sale.

This launch comes after the announcement of strong sales growth by the Sprecher Berrier group, owner of the Parfums de Marly and Initio Parfums Privés brands. The group, acquired in 2023 by the Advent International fund, reported a 41% increase in retail sales and revenue of USD 775 million for the fiscal year ending March 31, 2025.

The Sprecher Berrier group announced in early September the appointment of ex-Shiseido and Estée Lauder Patrice Béliard as CEO, effective October 2025. He succeeds Julien Sausset, who is stepping down after more than nine years at the helm, during which he spearheaded the growth of both brands.