The sound of fragrance in digital: from research to recognition

A new academic publication has brought welcome recognition to the work of Ircam amplify’s research teams. A study conducted in partnership with International Flavors & Fragrances (IFF) and Ircam amplify has been cited in the peer-reviewed journal i-Perception, highlighting the measurable impact of sound on fragrance purchase intent in digital environments.

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When scent cannot be smelled

Fragrance has historically been experienced through direct, physical interaction. A consumer enters a boutique, tests a perfume, and builds an emotional connection through smell. But in e-commerce, scent is absent. The core sensory dimension of the product simply cannot be transmitted.

For brands, this creates a fundamental challenge: how do you convey the emotional identity of a perfume online?

Our research partnership with IFF addressed precisely this question. Rather than attempting to simulate scent digitally, we explored how sound could evoke and reinforce a fragrance’s emotional signature. The hypothesis was rooted in crossmodal perception: the idea that our senses interact, and that sound can influence how we imagine or interpret smell.

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A 60% increase in purchase intent

The results were striking. The study demonstrated that integrating a purposefully designed sound into an e-commerce fragrance page increased purchase intent by nearly 60 percent. As cited in i-Perception: 

“They reported a study showing that a purposefully designed sound increased scent purchase intent by nearly 60 percent in an e-commerce site.”

This is not a marginal uplift. It is a strategic signal.

The sound in question was not background music. It was specifically composed to align with the fragrance’s emotional profile, reinforcing its narrative and positioning within the digital journey. The measurable increase in purchase intent illustrates how sound can bridge the sensory gap created by online retail.

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Designing sound with psychoacoustic precision

At Ircam amplify, our approach to sound design is grounded in psychoacoustics: the science of how humans perceive and emotionally respond to sound.

In the context of fragrance, this means analyzing how timbre, rhythm, texture, and dynamic evolution can mirror or amplify the perceived qualities of a scent. A fragrance positioned as warm, intense, or sensual may be accompanied by a soundscape built around depth, resonance, and gradual escalation. A lighter, fresher scent may be associated with brighter textures and more open sound structures.

This is not an arbitrary association. It is informed by research into emotional mapping and multisensory perception.

Our collaboration with Viktor & Rolf on the digital experience of Spicebomb Infrared illustrates this methodology. The bespoke sonic experience was designed to evoke rising heat and controlled intensity, aligning with the fragrance’s narrative and reinforcing its identity in the absence of smell. The result was not only a richer digital experience, but a measurable impact on consumer intent.

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Recognition by the scientific community

The citation in i-Perception represents more than visibility. It validates the scientific robustness of our approach.

Peer-reviewed recognition confirms that the relationship between sound and scent is not speculative or anecdotal. It is grounded in research that withstands academic scrutiny. For brands operating in competitive luxury and beauty markets, this matters.

Innovation today must be credible. Marketing claims must be supported by evidence. The acknowledgment of our work within a respected scientific journal strengthens the position of sound design as a legitimate field of R&D, not merely creative embellishment.

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Sound as a strategic digital asset

Digital touchpoints have become central to brand expression. Websites, e-commerce platforms, apps, and social media now shape first impressions and purchase decisions. Yet many of these environments remain visually dominant and sonically neutral.

Our research demonstrates that this is a missed opportunity. Sound has the capacity to structure attention, shape emotional interpretation, and deepen immersion. It can help compensate for the absence of physical sampling by activating imagination and emotional memory.

When strategically designed, sound becomes a digital asset. It can reinforce brand identity across platforms, create consistency between campaigns and product pages, and differentiate a brand in crowded online environments. Most importantly, it can influence behavior in measurable ways.

The 60 percent increase in purchase intent is not simply a performance metric. It is proof that multisensory design, when scientifically informed, can drive business impact.

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Toward a multisensory future of e-commerce

As digital commerce continues to expand, brands must rethink how they engage the senses online. Visual storytelling alone is no longer sufficient, particularly for products whose value is rooted in sensation.

Sound offers a powerful complement. It can evoke warmth, freshness, elegance, boldness, or mystery. It can guide the pace of interaction. It can subtly reinforce emotional cues that support decision-making.

The recognition of our research in i-Perception marks an important step in establishing sound as a strategic dimension of digital experience design. It underscores that the future of e-commerce will not be purely visual, but multisensory.

For fragrance brands, and for any category where emotion drives value, the message is clear: sound is a measurable lever of engagement, perception, and intent.

And today, that lever is backed by science.

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