Judith Gross | Source | VP Communication & Branding at International Flavors & Fragrances

We started building an extensive understanding of the connection between smelling and scents and emotions. The data base has shifted over the 40 years. “We expanded from simple emotions like happiness to colors and textures. When you smell, what colors and textures does it make you think of or feel? We [originally] created the data base to understand what ingredients correlate to consumers’ minds. We have over 2,000 ingredients based on thousands of consumers from around the world. We completed this measure, which was based on consumer perception with the latest neuroscience, not just when consumers declare what they know they’re feeling, but what happens in the brain and brain signals connected to scents.