O Boticrio Group has just opened its first neuroscience laboratory in Brazil, which will work on decoding the neural responses associated with the sensory experience of beauty. Called ‘NeurolabGB’, the initiative is a milestone in the sector and addresses the company’s commitment to going beyond conventional limits, always maintaining the consumer’s focus, in order to meet their desires and needs by providing the best emotions associated with quality items.
Neurolab was opened at the end of 2023 at the company’s Research and Development Center, in So José dos Pinhais, and has various neuroscience equipment, combining cutting-edge technology and the work of experts in the quest to understand the complex perception of the human mind. Furthermore, the space enhances the performance of the Consumer Sciences team, linked to the Quality, Excellence and Care Department, which starts to use new technologies in the development of products and experiences that go beyond traditional expectations, keeping Grupo Boticário at the forefront of sector.
The action adds to Grupo Boticário’s strategy of developing innovative products with the support of neuroscience, such as Malbec X, Linda da Felicidade, the packaging of Vult Cabelos, Aroma&Terapia, Cuide-se bem Boa Noite, among others. To expand its analysis capacity, the company invested in the acquisition of state-of-the-art machinery, which will provide more competitiveness and efficiency for the industry, benefiting the consumer itself. Furthermore, the laboratory’s entire visual identity was built using neuroscience techniques.
For Juliana Canellas, director of Product Quality and Performance at Grupo Boticário, the laboratory is an initiative aimed not only at innovation, but at contributing positively to society, elevating the experience of beauty to a deeper and more meaningful level.
For over 40 years, Grupo Boticário has placed its consumers at the center of its business model and always seeks to provide the best experiences and emotions. We understand that neuroscience plays a fundamental role and can help us understand what is considered relevant to our audience. That’s why we understand that with brain responses to visual, tactile and olfactory stimuli, we can personalize products and services that not only meet desires, but also promote emotional well-being,” comments the director.
Neurolab’s role in unraveling the mysteries of how the human brain works
Within the neuroscience laboratory, studies will be carried out on different types of sensory perception or emotions, including the ethics of minority groups. There are several different neuroscience techniques, which allow the work team different approaches, for example, there is equipment that is capable of monitoring stimuli and the occurrence of electrical impulses in the brain, heartbeat, gaze focus, pupil dilation, among many others.
Juliana Canellas also explains that the merit of science applied to beauty lies in the ability to deepen the understanding of the biological, sensorial and psychological processes involved in the experience of consumers.
By integrating scientific principles, such as those derived from neuroscience, into the beauty industry, it is possible to develop more effective and personalized products and practices. And this not only drives innovation in the creation of more assertive formulations, but also allows for a more holistic approach, considering genetic diversity, individual needs and cultural trends, thus boosting the appreciation of diversity., adds Juliana.
Furthermore, applied beauty science contributes to the development of sustainable, safe and ethical products. By uniting beauty and science, the industry seeks not only to create aesthetically appealing products, but also to promote well-being and positive self-expression.
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