Iberchem has introduced its latest neuroscientific investigation program, Wavemotion at in-cosmetics 2023. Designed to scientifically evaluate the impact of fragrance on human psychology and physiology, Wavemotion will unveil insights into how scent can influence positive neural responses to transform the emotional landscape of consumers and elevate consumer wellbeing.
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Neuroscientific specialists Michael White, New Technologies director at Iberchem, will be leading the Wavemotion program. Utilizing multi-dimensional, sophisticated neuroscientific techniques and physiological practices, Wavemotion will explore the processing of odor signals within interconnected structures of the brain.
White shared, “Wavemotion will bring a new dimension to the world of fragrance innovation. Understanding the functional connectivity and physiological correlates of emotion upon fragrance exposure, will reveal unprecedented opportunity for the expansion of Iberchem’s fragrance portfolio.”
At in-cosmetics 2023 attendees utilized Iberchem’s interactive, live on-stand experience, exploring scents and emotions by smelling four fragrances, each of which had been neuroscientifically tested and proven to boost a specific emotion.
Choosing from either happy, invigorating, sensual, or relaxed, attendees mapped which mood zone they sensed the fragrance enhanced onto a large brain model. Throughout the event, the white brain filled with brightly colored stickers, gradually showcasing how each fragrance influenced the attendee's emotional landscape.
Iberchem’s Wavemotion program is now analyzing these results to further apprehend the distinctive patterns developed in each mood zone.