Consumers today are looking for products that offer more than just basic benefits. In the fragrance and beauty industry, many people want products that can improve their mood, provide comfort, and create positive emotional experiences. As a result, companies need scientific evidence to support their product claims and build trust with customers.
Brain Impact, a company founded in 2008, uses neuroscience and artificial intelligence (AI) to study how consumers respond emotionally to products. The company uses functional magnetic resonance imaging (fMRI), a technology that measures changes in brain activity, to understand how people react to different products and experiences.
The company’s approach combines brain imaging with advanced AI analysis. This helps researchers study consumer responses and identify patterns in how emotions may influence product preferences and purchasing decisions.
Consumers Demand Scientific Proof
Consumer expectations are changing as people become more informed about the products they purchase. Many customers now want clear evidence that a product can deliver the benefits promised by its manufacturer. They are becoming more careful about accepting advertising messages without supporting scientific information.
According to Éloïse Gerardin Appelmans, PhD, CEO of Brain Impact Neuroscience, this change reflects a growing demand for transparency and trust. Consumers increasingly want companies to explain their claims and provide reliable information about product benefits.
For businesses in the fragrance and beauty sectors, scientific research can help them better understand customer expectations. It may also help companies develop products that match consumer needs and communicate their benefits more clearly.
A New Approach to Consumer Research
Arnaud Pêtre, the founder of Brain Impact, was an early pioneer in using fMRI technology for consumer research. When he established the company in 2008, he introduced an approach that was unusual at the time.
He arranged sophisticated fMRI equipment worth approximately €2 million and placed it in hospitals, where it could be used for research outside regular medical hours. This allowed the technology to support studies of consumer responses beyond its traditional medical applications.
The approach helped bring neuroscience into the study of consumer behaviour. Instead of relying only on surveys or interviews, researchers could also examine changes in brain activity while participants responded to products and experiences.
Using AI to Understand Emotions
Brain Impact combines neuroscience with AI tools to analyse the information collected during its research. Over the years, the company has developed a large database containing billions of data points.
This information helps researchers identify patterns in consumer responses and investigate how emotional reactions may affect product preferences. By studying these patterns, businesses can gain additional insights into the experiences consumers associate with fragrances, beauty products, and other items.
However, brain activity alone does not provide a complete picture of a person’s emotions or explain every purchasing decision. Combining neuroscience findings with other consumer research methods can help companies develop a broader understanding of customer behaviour.
Building Trust Through Science
The growing demand for evidence-based product claims is creating new opportunities for scientific research in the beauty and fragrance industries. Companies are increasingly interested in understanding not only what consumers say about products, but also how they respond to them.
Brain Impact aims to support this process through its combination of fMRI technology, neuroscience, and AI analysis. Its research approach offers businesses another way to investigate consumer experiences and assess product-related claims.
As consumer expectations continue to evolve, scientific evidence and transparency are likely to remain important considerations for brands. For companies in the fragrance and beauty sectors, understanding emotional responses may help guide product development, strengthen communication, and build lasting relationships with customers.