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Istituto Marangoni Milano is organising a talk during Milano Beauty Week dedicated to the psycho-emotional power of fragrance.
When perfume becomes emotional support, helping us to live better.
It is no longer just a matter of a pleasant aroma or elegant trails that leave an impression. Today, perfume evolves: it becomes an inner language, emotional support, a sensory bridge between the soul and reality. The psychological transformative power of fragrance – the new frontier of perfumery – will be the focus of a talk organised by Istituto Marangoni Milano on Saturday 20th September at 3:00 PM at Palazzo Bovara (Corso Venezia 51), as part of Milano Beauty Week, entitled:
Psycho-perfume Alchemy: the notes that speak to the mind.
The event, open to the public, will feature three exceptional figures from the worlds of perfumery, psychology and hospitality, who will explore how our sense of smell is becoming a privileged key to well-being, self-awareness and inner balance. A highly relevant topic, especially at a time when society is searching for innovative ways to ease anxiety and feel in tune with oneself.
Perfume as an elixir for the soul
The talk will be a fascinating journey through the psycho-emotional realms of fragrance: from a simple sensory accessory to a true “emotional tool”, capable of calming restlessness, evoking empathy, awakening inner life and stimulating self-esteem. The so-called “do-good” perfumes, born from the synergy between olfactory creativity and neuroscience, are opening new horizons: where fragrances are worn like moods, and spaces are scented to support the psycho-physical well-being of those who inhabit them.
A panel of experts will delve into these themes, combining the rigour of research with creativity:
Alberto Anselmi, clinical psychologist and Creative Director of La Serra Parfums, will share how his olfactory compositions – created in collaboration with some of Firmenich’s most renowned noses – transform the perception of mental disorders, offering a new emotional perspective.
Stefano Risolé, Brand Development Manager at Planetaria Hotels, will explain how luxury hospitality uses scent to create immersive experiences, strengthen guests’ sensory memory, and promote well-being.
Lara Farotti, General Manager of the historic perfume composition house Farotti, will present a project developed with neuroscientists to create fragrances capable of activating emotions such as serenity or trust, through the targeted selection of neuroactive ingredients.
The conversation will be moderated by journalist Francesca Delogu.
An immersive experience for participants
The talk will not be merely a theoretical exchange: guests will be invited to experience first-hand the effects of fragrance on the brain through guided sensory experiences, demonstrating how the perfumery of the future – between poetry and science – can become a concrete tool for enhancing quality of life.
A new dimension is opening up for perfume – intimate and powerful – that taps into our most mysterious sense.
Join us and reserve your place by registering through the Milano Beauty Week app:
