Participants were asked to smell a fragrance and select images that represent the emotions that the fragrance evokes. The top selected images are combined to create a profile of the mood for each fragrance, and these are then analysed to determine the emotional benefit of the fragrance.

This technique along with other neuroscientific methodologies were then used to map odours by mood, creating a sensory profile to define which odours consistently evoke a particular mood state.

Emotions are subjective and can be short-lived responses or a long-lasting effect caused by an underlying mood, and in an era of rising tensions and negativity, the quality of our emotional health is essential to our wellbeing.

Products or items that evoke an emotional response are more likely to be successful, they influence decision making, engage with consumers and help to establish loyalty.