Istituto Marangoni Milano is organising a talk during Milano Beauty Week dedicated to the psycho-emotional power of fragrance.

When perfume becomes an emotional support that helps us live better.

It is no longer just about a pleasant aroma or an elegant trail that leaves a lasting impression. Today, perfume evolves — becoming an inner language, an emotional aid, a sensorial bridge between the soul and reality. The psychological transformative power of fragrance, the new frontier of perfumery, will be the focus of a talk hosted by Istituto Marangoni Milano on Saturday 20 September at 3:00 PM at Palazzo Bovara (Corso Venezia 51), as part of Milano Beauty Week. The talk is titled: Alchemical Psycho-Perfumes: Notes That Speak to the Mind.

The event, open to the public, will feature three outstanding professionals from the worlds of perfumery, psychology, and hospitality, who will share how the sense of smell is becoming a privileged gateway to wellbeing, awareness, and inner balance. A timely and relevant theme, especially in an era when society is searching for innovative ideas to ease anxiety and reconnect 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 instrument, capable of soothing 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 now opening up new horizons — where fragrances are worn as emotional states, and environments are scented to support the psychophysical wellbeing of those who live in them.

Exploring these topics will be a panel of experts blending rigorous research with creativity: Alberto Anselmi, clinical psychologist and Creative Director of La Serra Parfums, will explain how his olfactory compositions — crafted in collaboration with some of Firmenich’s most celebrated noses — transform the perception of mental disorders, offering a new emotional reading. Stefano Risolé, Brand Development Manager at Planetaria Hotels, will describe how luxury hospitality uses scent to create immersive experiences, strengthen the sensory memory of guests, and promote wellbeing. Lara Farotti, General Manager of the historic perfume composition house Farotti, will present a project developed with neuroscientists to create perfumes 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 attendees

The talk will not only be a moment of theoretical exchange: guests will be invited to personally experience the effects of fragrance on the brain through guided sensory experiences, showing how the perfumery of the future — blending poetry and science — can become a concrete tool for improving 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 seat by registering through the Milano Beauty Week app:

• Link App Store
• Link Google Play