Developed in partnership with Feel'Tech by Micropole, BrainCo, and the Harvard Innovation Lab, this experience invites customers to explore their emotional responses to a fragrance. Specifically, customers are invited to wear an electroencephalography (EEG) headband fitted with sensors that record their brain activity during the discovery session. The brainwaves captured are analyzed, revealing unconscious preferences and the degree of well-being elicited by a fragrance — a process which, the brand notes, does not replace the consumer’s final choice.

The initiative is being introduced this month at Initio Parfums Privés’ Paris flagship, ahead of a selective international rollout.