L’Oréal, in partnership with global neurotech leader, EMOTV

L’Oréal, the global leader in beauty and fragrance, debuted the YSL Beauty Tech Innovation Lab at the 2021 Dubai Expo. This innovative customer experience combines personality and brain data to recommend fragrances that participants are likely to enjoy. Rather than sampling each of the 27 YSL products, customers enjoy a quick, streamlined experience, answering a couple of questions about their emotional connection with fragrance and then sampling several “accords” (the base constituents contained in many perfumes) while wearing an EMOTIV neurotech headset. The result? Three fragrance recommendations that the customer is likely to enjoy and subsequently buy. EMOTIV is a bioinformatics company advancing understanding of the human brain using electroencephalography (EEG). Our mission is to empower individuals to understand their own brain and accelerate brain research globally. For more information: Check out