Neuroscience, the study of the nervous system and the brain, has in recent years become a transformative force in understanding human behaviour. With applications extending beyond the laboratory and into areas such as marketing and cosmetics, it is now used as a sophisticated tool for analysing how people perceive and respond to different sensory stimuli.

“By exploring the intricate brain processes that underlie olfactory perception, companies can design more effective products and campaigns and create deeper and more personalised connections with consumers,” explains neuroscientist Vasco Marques da Silva. M. Marques da Silva is currently leading Iberchem’s Wavemotion programme that investigates the neuroscience in fragrances.

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