Odors and fragrances are known for their emotional effects and strong link to memory. The strong connections between odors with emotions and memories are based on neurological characteristics in humans. As such, the cosmetic industry (amongst others) widely uses fragranced products. The cosmetic industry is a fast-moving industry, with products on the market changing rapidly. The perceived informational value through advertising is thus one of the most powerful factors in stimulating the interest and desire to try new products. Marketing claims are an effective strategy to promote the products’ characteristics, in particular the emotional effects of used fragrances. According to the EU Regulation (EC) No 1223/2009, cosmetic claims “shall not be used to imply that these products have characteristics or functions which they do not have”. Therefore, they should be based on independent research that explicitly proves promised effects. However, there is a lack of transparency of the supporting studies and an increasing scepticism in the population that the claims are trustworthy.
To counteract these problems, scientific knowledge about odors and their impact as well as about valid and reliable study designs is needed. Additionally, the needs and available resources, including time and money, of the industrial partners should be considered. Therefore, we developed an adaptable, resource-saving, placebo-controlled study design to investigate emotional effects, e.g. activation or stress reduction. After a standardized emotional induction, the product or a placebo is applied. Measuring stress hormone levels, HRV (heart rate variability), and EEG as well as using psychological questionnaires, we were able to show not only the effects of our emotional inductions, but also the effect of the product. With the help of this research we are able to provide support for interested industry partners during the evaluation of the function of their fragrances.