Unilever uses neuroscience to enhance product emotional benefits

Unilever now employs neurosignalling to shape product development, focusing on emotional consumer responses. The company's Sensory Perception & Neuroscience Lead, Timo Giesbrecht, explains this process involves how neural signals influence feelings triggered by sensory input, especially scent. This approach underpins the emerging field of neurocosmetics, aiming for products that improve both skin health and emotional states. Consumer demand for products supporting holistic well-being has grown significantly. Giesbrecht notes a substantial rise in wellness spending, reaching $1.8 trillion annually in the U.S. This indicates a strong market for items that positively affect emotional experiences. Unilever's Lux Magical Orchid shower gel was an early application, showing a 100-millisecond confidence boost from its fragrance. Furthermore, the Olly brand offers body washes with specific fragrances designed for emotional benefits, confirmed by EEG studies measuring emotional state changes. Unilever actively partners with leading neuroscience research centers and builds internal expertise. This effort seeks to deepen understanding of fragrance's link to emotion and consumer perception.