"There is a unique opportunity for academia and industry to partner together to explore the power of scent," said Professor Hummel in ELC's press release. © MilanMaksovic Getty Images Plans for the partnership include leveraging "findings from this research to inform fragrance product and packaging innovation, consumer experiences, marketing claims, and more," as part of ELC's commitment to advancing fragrance innovation through neuroscience research.
The Estée Lauder Companies (ELC) has announced its partnership with the TUD Dresden University of Technology, which includes the university’s Smell & Taste Clinic, led by Professor Thomas Hummel, to advance scientific research at the intersection of fragrance and emotion. This multi-year collaboration seeks to explore how fragrances can evoke emotions and impact consumer experiences, enhancing the company’s ongoing commitment to innovation in the beauty and personal care space.
As confirmed in ELC’s press announcement, “findings from this research will be leveraged by ELC’s scientists and product developers to inform fragrance product and packaging innovation, consumer experiences, marketing claims, and more.”
The growing role of fragrance in consumer wellness
As consumer interest in the functional benefits of fragrance grows, ELC aims to deepen its understanding of the neurological connections between scent and emotion through this partnership.
“Scents have long been associated with emotions and have a powerful connection to wellness,” said Sumit Bhasin, Senior Vice President, Corporate Fragrance Research & Development, Product Development and Innovation at ELC, in the company’s press statement.
“As consumer interest in the functional benefits of fragrance continues to accelerate, we are thrilled to be the first prestige beauty company to partner with Dr. Hummel and leading academic institution the TUD Dresden University of Technology on neuroscience research that will provide us with deeper insights into how fragrance plays a role in evoking nostalgia,” added Bhasin.
Advanced techniques in neuroscience & fragrance research
The release confirmed that the research collaboration with TUD Dresden University will utilize advanced measurement techniques. These include psychometric analyses, brain imaging studies, and more to assess the impact of fragrance on neuropathways and emotions.
This partnership will build upon ELC’s existing studies on fragrance’s functional benefits and provide new data for use in product development and packaging innovation across the company’s global R&D facilities.
“There is a unique opportunity for academia and industry to partner together to explore the power of scent,” said Professor Hummel in ELC’s press release. “We are proud to partner with a fragrance powerhouse like The Estée Lauder Companies with a proven commitment to science and the continuous advancement of innovation.”
His department at TUD Dresden is a world leader in olfactory science, and this collaboration represents a milestone for both academia and industry, particularly in the field of neuroscience and emotional well-being.
ELC’s commitment to scientific innovation
ELC’s focus on research and development is a critical component of its strategy to stay at the forefront of the beauty industry. With over 75 years of formulation expertise and a commitment to cutting-edge science, ELC has consistently invested in advanced technologies and scientific partnerships.
This collaboration will contribute to the company’s broader innovation efforts, particularly at its Paris-based Atelier, set to open in early 2025, which will focus exclusively on fragrance craftsmanship and co-creation.