Measure fragrances attachment

Date

25 Sep 2025

The client

Coty is a multinational company specializing in beauty and skincare products. Through its subsidiaries and partners, Coty develops, produces, markets, and distributes fragrances and cosmetics, with science as its driving force.

The challenge

To evaluate consumer attachment to fragrances in order to identify their attachment profile.

The solution

The study was conducted on 40 regular fragrance users, half of whom were attached to one of the fragrances used in the experiment, while the other half had no attachment to the exposed fragrances. Each participant smelled three different fragrances five times, both while being informed of the product’s brand (brand condition) and without knowing the brand (blind condition).

The results

First, our fMRI analysis revealed that brain patterns look very similar whether people know the brand or not, making subtle differences hard to detect.

Second, AI-driven analysis identifies specific brain regions (voxel clusters) linked to declared attachment scores, captures non-linear relationships, and provides localized insights. Loyal profiles show strong attachment signals, while control sniffs remain balanced, revealing subtle differences that classical methods miss.