Brains & Beauty

Neuroscience is the scientific study of the nervous system. For our research we focused on how the brain creates an emotional response when experiencing products within the Care Collection, inspired by the rituals of the Roman baths. For though process and rationale have a place, our choices often go beyond logic, frequently powered by our subconscious, gut feeling and hearts. Neurosensorial research taps into our deeper feelings and instincts. From modern behavioural science, we can explore the brain’s automatic responses to reveal the real emotional benefits in relation to using products. We were able to monitor not only overall responses, but also how people react to things such as fragrances and textures, and we found that the sensorial experience can have a profound impact on our emotional state.

When creating the Care Collection, we started by asking ourselves: what feeling do we want to create? Do we want to renew or replenish? Comfort or uplift? Once we decided on that feeling, we started to think about the fragrances and products we could bring together to express it. The challenge was to create a perfect trio of elements – feeling, product and fragrance – that would deliver real and measurable well-being benefits. And with the line-up of products we’ve developed for the Care Collection, we’ve done just that.