Puig says it took 45 million brain readings from men aged 18-35 to finesse the cologne Phantom by Paco Rabanne, adding lavender and lemon to the formula as a result of its research. Givenchy Irresistible eau de parfum – the latest iteration of the Very Irresistible range that has been a bestseller for 20 years – includes a rose extract dubbed “anti-morose”, chosen after biometric research.
— Read more in How AI and brain science are helping perfumiers create fragrances at The Guardian.
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