ScentOn and Neuralcent to collaborate on developing functional fragrances based on brainwave data

[Financial News] The fragrance industry is expanding into functional solutions that combine brainwave data with artificial intelligence (AI). The approach goes beyond subjective preferences for scents by measuring the brain’s responses and using them to design fragrances for different spaces.
ScentOn, a spatial scent marketing company, said on the 30th that it had signed an MOU with Neuralcent, a specialist in brainwave-based neurofragrance, to develop data-driven functional fragrances and expand spatial scent marketing.
Neurofragrance is a field that develops functional fragrances by measuring the brain’s physiological responses to scent stimuli. Neuralcent, a company founded with brain science researchers from Daegu Gyeongbuk Institute of Science and Technology (DGIST) at its core, has technology to quantify changes in alpha (α) waves, which are associated with calm and relaxation, and theta (θ) waves, which are involved in states of rest and meditation, when fragrance ingredients are inhaled. Based on this technology, it operates the mental wellness brand NEUVV.
The two companies plan to jointly develop functional fragrances using Neuralcent’s brainwave measurement and analysis data and apply them to ScentOn’s spatial scent marketing business. Their goal is to combine brainwave-based fragrance development technology with scent-diffusion infrastructure to create fragrance solutions tailored to the purpose of a space, such as supporting work focus or relaxation.
ScentOn plans to integrate Neuralcent’s brainwave data into its AI scent recommendation algorithm, developed with the big data research team at Sejong University. It aims to recommend suitable fragrances based on factors such as a space’s use and visitors’ dwell patterns, and to pursue a business model that applies them in physical spaces.
For around 30 years, ScentOn has supplied spatial scent solutions to hotels, corporate headquarters, premium buildings and retail stores. Through this collaboration, the two companies plan to expand scent marketing from offering emotional experiences to providing functional spatial solutions that take psychological and physiological responses into account.

[email protected] Sanghui Jeong Reporter