Yves Saint Laurent Beauté to introduce multi-sensor headsets in stores for fragrance personalization

By

Sarah Ahssen

Translated by
Roberta HERRERA

Published
Mar 31, 2022

L’Oréal joins forces with neuroscience specialist Emotiv to help customers make accurate and personalized choices around their desired fragrance by analyzing their emotions.

Emotiv, L'Oréal's Technology Incubator, luxury brand Yves Saint Laurent and a team of perfume experts have developed a new fragrance consultation experience.

Customers will experience proprietary scent families while equipped with multi-sensor headsets that use machine learning algorithms to interpret an electroencephalogram (EEG). This device analyzes behavior, preferences, stress, and attention of consumers to determine the scent that most accurately suits their emotions. 

“Through this immersive system, we were able to get 95% of people the right fragrance personalized to their needs and desires, which is enormously higher than without this technology. It’s a huge first step in this category. Once we know which scents make people feel happy, energized, or other emotions, we can customize fragrances even more – the potential is boundless,” stated Stephan Bezy, international general manager at Yves Saint Laurent Beauté.

The experience will be available worldwide in Yves Saint Laurent Beauté flagship stores in multiple countries later this year and throughout 2023.