2 min
In a world full of distractions, the ability to focus has become a rare and valuable asset. Whether it’s working, studying, driving, or simply being present with loved ones, people are struggling to stay mentally engaged, and they’re actively looking for support.
This growing need is reshaping how consumers choose the products they bring into their lives. And it’s opening the door to a new kind of innovation: fragrance technology designed not just to smell good, but to help people think more clearly.
The focus deficit: a real consumer challenge
Recent studies reveal a striking reality:
- 62% of consumers report difficulty concentrating several times a day.
- 85% believe that fragrance can help them be more focused.
- Emotional and cognitive needs are cross-category and globally relevant.
These aren’t isolated insights, they reflect a widespread, daily struggle. From young adults who feel their minds are racing, to older consumers who feel mentally drained, the need for mental clarity is universal.
And it’s no longer just a wellness trend, it’s a product expectation.
Fragrance as a cognitive tool
Fragrance has long been associated with mood and memory. But recent advances in neuroscience and olfactory science have taken this further — showing that scent can also influence mental performance.
At Scentmate by dsm-firmenich, we’ve translated this insight into a targeted solution: FOCUS, fragrance design rules designed to support mental clarity.
But before diving into the technology, it’s important to understand the science behind it.
The science of focus and scent
Through a combination of consumer research, cognitive testing, and olfactive design, we’ve identified how specific scent profiles can support mental performance. Our findings are based on:
- fMRI studies and ScentMove® methodology to decode the emotional and cognitive associations of scent.
- A database of over 6,000 tests, 34,000 fragrances, and 1.2 million consumer interviews across 50 countries.
- Controlled experiments using cognitive tasks (like the Stroop test and mental arithmetic) to measure the impact of fragrance on attention and processing speed.
The results are clear: certain fragrances, when designed with the right parameters, can boost focus, improve reaction time, and enhance mental clarity — with effects measurable up to 120 minutes after exposure.
Introducing FOCUS: fragrance technology for mental performance
This fragrance technology is built on a patent-pending methodology that uses predictive design rules to create scents that support concentration and cognitive efficiency.
Unlike traditional fragrances, these are developed with a specific purpose: to help consumers stay on track, think more clearly, and feel mentally sharp — whether they’re working, learning, or simply navigating a busy day.
And because the technology is integrated from the very beginning of the fragrance creation process, it becomes a seamless part of the product experience.
What this means for brands
Incorporating fragrance technology like FOCUS into your product line allows you to:
- Address a real, validated consumer need.
- Offer a functional benefit that goes beyond scent.
- Use scientifically supported claims like “shown to enhance mental performance.”
- Innovate across categories — from personal care to home care, and beyond.
It’s not just about smelling good. It’s about helping people feel mentally equipped to face their day.
A new dimension of product functionality
FOCUS is part of a broader shift in how we think about fragrance, not just as a sensory pleasure, but as a functional tool for wellbeing.
And in a world where attention is under constant pressure, offering products that support focus isn’t just relevant, it’s essential.