A fragrance chosen for you and your brain
Have you ever imagined seeing in real time what a fragrance provokes in your brain? When cutting-edge technology meets the science of emotions, olfactory discovery takes on a new dimension.
Since 2015, INITIO Parfums Privés, the olfactory label pioneering functional fragrances, today unveils its latest innovation: FEEL LAB EXPERIENCE [by INITIO].
The fruit of an unprecedented collaboration with FEEL'TECH by Micropole, BrainCo and the Harvard Innovation Lab, this unique experience transforms the discovery of perfume into a sensory and emotional encounter enriched by the contributions of
neuroscience. By linking the physical and digital worlds, it inaugurates a new generation of immersive point-of-sale experiences.
To feel. Feel. Reveal.
FEEL LAB is based on EEG (electroencephalogram) technology, which measures the brain's electrical activity by capturing alpha, beta, delta, theta and gamma waves - true reflections of emotional and cognitive states.
For the first time in niche retail, customers can visualize their emotional response to a fragrance in real time, transforming olfactory discovery into an immersive, intimate and memorable experience.
In practical terms, customers are invited to wear a high-precision EEG headband, equipped with sensors that record brain activity during the discovery session. Each fragrance triggers a unique reaction, intimately linked to each individual's emotional history, memory and cognitive state.
This data is then analyzed and translated into dynamic graphs, revealing the degree of alignment and well-being between the fragrance and the wearer's inner state. The aim is not to guide towards a rational choice, but to guide the customer in revealing their unconscious preferences and reinforcing their mental and emotional well-being.
In the end, the customer remains free to choose the fragrance that resonates with their conscious choice, with their brain's unconscious response, or with a subtle balance between the two - always with a view to enhancing their overall sense of well-being.
Focus on the technology at the heart of Feel Lab
FEEL LAB is based on EEG, which records brain activity in real time by decoding five major brainwave frequencies:
Delta (0.5-4 Hz): deep rest, physical regeneration, anchoring
Theta (4-8 Hz): creativity, meditative state, intuition, memory
Alpha (8-12 Hz): vigilant relaxation, mental fluidity
Beta (12-30 Hz): concentration, attention, problem-solving
Gamma (30-100 Hz): mental clarity, heightened perception, expanded awareness
Together, these waves form a neuronal signature specific to each reaction to a fragrance or sensory stimulus. The EEG data are then deciphered by a proprietary artificial intelligence algorithm, which transforms them into a unique score: the FocusCalm Scorea unique biometric indicator of emotional compatibility and well-being during exposure.
Over 95% reliable by scientific standards, the FocusCalm Score reveals the depth to which a fragrance resonates with the brain, right down to the subconscious: the higher the score, the more it reveals the individual's deep state of well-being.
A new era for retail, where technology meets emotion
Driven by a desire to go ever further, INITIO reinvents perfume as an emotional experience and a source of profound well-being.
With FEEL LAB, customers explore a new facet of themselves through neuroscience, revealing the fragrance that deeply resonates with their inner state.
By combining cutting-edge EEG technology with the art of perfumery, INITIO enables customers to go beyond simply consciously choosing a fragrance: they can now feel it, visualize it and connect with it in a more intimate, personal way.
Availability
FEEL LAB will be available from September 2025 at the Le 320 flagship store in Paris, followed by a selection of exclusive outlets worldwide.
About Initio Parfums Privés
A pioneer in functional fragrances since 2015, INITIO Parfums Privés unleashes the invisible power of perfume. By hybridizing ancestral knowledge and avant-garde scientific advances, the French olfactory label INITIO, creates fragrances of
flesh and instinct, active and addictive, capable of transforming and positively impacting people's lives. Each fragrance is a high-intensity emotional substance. Cutting-edge molecules designed to interact with the brain,
trigger and intensify emotions such as well-being, confidence and desire.
INITIO Parfums Privés is now available in four transformative collections: Carnal Blends, Hedonist, Black Gold Project and Absolutes. Worn alone or in combination, these singular creations open the door to a
new dimension of being.
Its Paris flagship LE 320, located at 320 rue Saint-Honoré in Paris, embodies this visionary universe. A confidential, mysterious place where you can meet and exchange ideas, and discover the power of scent.
www.initioparfums.com
Contact: Laetitia Emile Zola - Global Head of Press and Public Relations
laetitia.emilezola@artessencegroup.com
M: +33 6 10 14 65 00
About Micropole, a Talan company
Founded in 1987, Micropole is the benchmark consulting expert in business transformation through Data & AI.
From consulting to operational implementation, our 1,300 #Innovative People help key accounts and small and medium-sized businesses get ahead of the game by harnessing the full potential of Data, and create a positive business impact through innovation, whether technological, organizational, process or methodological. Its 14
branches are located in France, Switzerland, Belgium, Luxembourg, Spain and China.
Micropole is part of Talan, an international consulting and technology expertise group, which supports and accelerates the transformation of its customers through the levers of Data, Innovation and Technology.
Present on 5 continents in 21 countries, Talan, which has Great Place To Work certification, has over 7,000 employees and sales of 830 million euros by the end of 2024, with the ambition of achieving sales of one billion euros by the end of 2025.
Contact: Marion Scala - Consulting Partner - Luxury & Beauty
mscala@micropole.com
M +41 76 811 63 75
Press contact: Profile - Caroline Matuszewski
cmatuszewski@agence-profile.com
M: +33 6 35 49 80 47
