The Future of Perfumery Isn’t About Scent Notes, It’s About Emotional Notes (And Gen Z Just Proved It)
Imagine a universal collection that reflects what people truly feel, not what they’re told to feel.
That idea became reality in the Modern Collection.
When introducing the Investi Modern Collection, we rarely talk about scent notes.
Not because they’re unimportant, but because they’re not the whole story anymore. The future of perfumery lies beyond the traditional top, heart, and base notes. It lies in something far more personal and universal at once: EMOTIONAL NOTES.
So we asked:
What if we stopped telling people how a perfume "should" make them feel?
What if we let their raw emotions design the fragrance instead?
The Experiment: Decoding Microexpressions in Real-Time
For the Modern Collection, we didn’t start with mood boards.
We started with hundreds of Gen Z volunteers, and a radical hypothesis:
Could universal emotional truths emerge when people experienced scent without preconceptions?
As both a perfumer and an expert in facial emotion recognition, I observed and analyzed each microexpression: the Modern Collection isn’t defined by accords, but by emotional resonance.
What makes this process unique is that the emotions captured were universal, shared across people, identities, and moments. They aren’t suggestions or metaphors. They’re data backed emotional truths.
Here’s a glimpse of what each scent evokes:
- Find Me: surprise, contemplation, pride, love, interest
- Sinan: determination, relief, excitement, pride, happiness
- Vanilla Date: flirtation, love, relief, interest
Gen Z didn’t just validate this approach, they demanded it. In a world of digital noise, they crave authenticity. They don’t want to be told what "mysterious" or "seductive" smells like.
They want scents that mirror their inner lives.
The New Frontier
This is more than innovation. It’s a homecoming.
For millennia, scent was ritual, medicine, memory. Somewhere, we reduced it to notes on a box.
We’re bringing fragrance to express real human feelings.
Because the most compelling note isn’t oud or amber.
It’s you.
What emotion would you wear?
