According to CosmeticsDesign, the University of Lisbon is working to build a database of brain responses to individual fragrances to help industry better predict how consumers will respond to perfumes or scented beauty products.

“The goal is, in effect, to build a database so when you have a fragrance or a blend, you can predict what the response of our customers will be,” ​said Hugo Alexandre-Ferreira PhD, associate professor at the University of Portugal.

It’s one of those things where it starts off interesting and then you realise it’s all about making companies more money.