On September 2, 2025, dsm-firmenich announced the launch of its latest patent-pending fragrance innovation, emotiOn social connection. This technology is rooted in neuroscientific research and claims to foster human connection and entice consumers towards real-life interactions.
According to the company’s New Next Now Barometer consumer study, 75% of consumers surveyed said they believe happy social relationships are essential. However, 52% of Gen Z respondents said they feel isolated, and many described social interactions as stressful and intimidating.
“This is where emotiOn social connection comes in – the first fragrance innovation designed to boost presence and human connections,” said Matteo Magnani, executive vice president, growth office. “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. The power of scent unlocked, making us more present to enjoy real life interactions.”
According to the company’s press release, emotiOn social connection was developed using an expensive consumer study focused on decoding the olfactive cues linked to the emotions felt when people interact with each other. Using its proprietary AI model and collaborating with a world-renowned research institute, dsm-firmenich created a behavioral testing methodology to measure human reactions in the context of social interactions. This allowed the company to create fragrance design guidelines that follow the methodology to craft fragrances that foster emotional closeness.
“At dsm-firmenich, we’re harnessing the power of scent to foster emotional wellbeing and human connection,” said chief science and research officer Sarah Reisinger. “The emotiOn social connection innovation is grounded in decades of neuroscience and behavioral research, and it’s a testament to how science can elevate everyday experiences. By decoding the emotional language of fragrance, we’re creating scent solutions that help people feel more socially confident and connected.”
The emotiOn social connection technology can be applied across various products, including fine fragrance and personal care essentials.
