L'Oréal has partnered with global neurotech leader, Emotiv, to launch new device to help consumers personalize their fragrance choices. The partnership combines an Emotiv neurotech device with proprietary scents and algorithms by L’Oréal.

Created by L’Oréal’s Technology Incubator, luxury brand Yves Saint Laurent, and a team of fragrance experts, alongside Emotiv, the unique fragrance consultation experience connects neuro responses to fragrance preferences through a multi-sensor EEG-based headset. The headset uses machine learning algorithms that interpret EEG, while consumers experience proprietary scent families, to provide the ability to accurately sense and monitor behaviour, preferences, stress, and attention in real-world contexts. The first-of-its-kind experience helps consumers determine their perfect scent suited to their emotions. The experience will be available worldwide in Yves Saint Laurent flagship stores in multiple countries later this year and through next year.