Feel Lab Experience by Initio

A fragrance chosen for you and your brain

Have you ever imagined seeing in real time what a fragrance triggers in your brain? When cutting-edge technology meets the science of emotions, olfactory discovery takes on an entirely new dimension.
Since 2015, INITIO Parfums Privés, the pioneering olfactory label of functional fragrances, unveils its latest innovation today: FEEL LAB EXPERIENCE [by INITIO].

The result of an unprecedented collaboration with FEEL'TECH by Micropole, BrainCo and the Harvard Innovation Lab, this one-of-a-kind experience transforms fragrance discovery into a sensory and emotional encounter enriched by the contributions of neuroscience. By bridging the physical and digital worlds, it marks the beginning of a new generation of immersive in-store experiences.

Smell. Feel. Reveal.

FEEL LAB is powered by EEG (electroencephalogram) technology, which measures the brain's electrical activity by capturing alpha, beta, delta, theta and gamma waves, genuine reflections of emotional and cognitive states.

For the first time in niche retail, customers can visualize their emotional response to a fragrance in real time, transforming olfactory discovery into an immersive, intimate and memorable experience.

In practice, the customer is invited to wear a high-precision EEG headband equipped with sensors that record brain activity throughout the discovery session. Each fragrance triggers a unique reaction, deeply tied to each person's emotional history, memory and cognitive state.

This data is then analyzed and translated into dynamic graphs, revealing the degree of alignment and well-being between the fragrance and the wearer's inner state. The goal is not to steer customers toward a rational choice, but to guide them in uncovering their unconscious preferences and strengthening their mental and emotional well-being.

Ultimately, the customer remains free to choose the fragrance that resonates with their conscious choice, with their brain's unconscious response, or with a subtle balance between the two, always with the aim of enhancing their overall sense of well-being.

The technology at the heart of Feel Lab

FEEL LAB s’appuie sur l’EEG, qui enregistre en temps réel l’activité cérébrale en décryptant cinq grandes fréquences d’ondes cérébrales :
Delta (0.5–4 Hz): deep rest, physical regeneration, grounding
Theta (4–8 Hz): creativity, meditative state, intuition, memory
Alpha (8–12 Hz): alert relaxation, calm focus, mental fluidity
Beta (12–30 Hz): concentration, attention, problem-solving
Gamma (30–100 Hz): mental clarity, heightened perception, expanded awareness

Together, these waves form a neural signature unique to each individual's reaction to a fragrance or sensory stimulus. The EEG data is then decoded by a proprietary artificial intelligence algorithm, which converts it into a single score: the FocusCalm Score,  a unique biometric indicator of emotional compatibility and perceived well-being during exposure.

Reliable at over 95% accuracy according to scientific standards, the FocusCalm Score reveals how deeply a fragrance resonates with the brain, reaching all the way into the unconscious: the higher the score, the deeper the individual's state of well-being.

A new era for retail, where technology meets emotion

Driven by a commitment to always go further, INITIO reimagines fragrance as a deep emotional and well-being experience.

With FEEL LAB, customers explore a new dimension of themselves through neuroscience, uncovering the fragrance that resonates most deeply with their inner state.

By combining state-of-the-art EEG technology with the art of perfumery, INITIO enables customers to go beyond a simple conscious fragrance choice: they can now feel it, visualize it and connect with it in a more intimate and personal way.

Availability

FEEL LAB will be available starting September 2025 at the Le 320 flagship store in Paris, followed by a selection of exclusive retail locations around the world.

About INITIO Parfums Privés

A pioneer in functional fragrances since 2015, INITIO Parfums Privés unlocks the invisible power of scent. By blending ancestral knowledge with cutting-edge scientific advances, the French olfactory label INITIO creates fragrances of flesh and instinct — potent and addictive, capable of transforming and positively impacting people's lives. Each fragrance is a high-intensity emotional substance: advanced molecules designed to interact with the brain, triggering and intensifying emotions such as well-being, confidence and desire.

INITIO Parfums Privés is expressed through four collections with transformative powers: Carnal Blends, Hedonist, Black Gold Project and Absolutes. Worn alone or layered, these singular creations open the door to a new dimension of being.

Its Parisian flagship LE 320, located at 320 rue Saint-Honoré in Paris, embodies this visionary universe — a confidential and mysterious space conducive to encounters and exchanges, where guests are initiated into the power of scent.

www.initioparfums.com
Contact: Laetitia Emile Zola – Global Head of Press and Public Relations
laetitia.emilezola@artessencegroup.com
M: +33 6 10 14 65 00

About Micropole, a Talan company

Founded in 1987, Micropole, a Talan company is the reference expert in business transformation through Data & AI.

From advisory to operational implementation, its 1,300 #Innovative People help large corporations and mid-sized companies stay ahead by unlocking the full potential of Data, creating positive business impact through technological, organizational, process and methodological innovation. Its 14 offices are spread across France, Switzerland, Belgium, Luxembourg, Spain and China.

Micropole is part of Talan, an international consulting and technology expertise group that supports and accelerates its clients' transformation through Data, Innovation and Technology.

Present on 5 continents across 21 countries, Talan, Great Place To Work certified, employs more than 6,000 people and reported revenue of €830 million at end of 2024, with an ambition to reach €1 billion by end of 2025.
 

Contact: Marion Scala – Consulting Partner, Luxury & Beauty
mscala@micropole.com
M: +41 76 811 63 75
 

Press Contact: Profile – Caroline Matuszewski
cmatuszewski@agence-profile.com
M: +33 6 35 49 80 47