How do our brains perceive comfort during face washing actions?
-Investigation of the reason why we continue to use the cleansing foam-
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Presented by: Kazuya Inoko
Cleansing foam is used to prevent skin problems by removing excess sebum and dirt on the skin. Therefore, most cleansing foams at least possess the function of "cleaning". Do you continue to use cleansing foam that has only a "cleaning" function? For consumers to continue to use cleansing foams, cleansing foams should meet the potential needs of consumers. We believe that feeling comfortable during product use is one of these needs. This "comfort" should elicit the desire of consumers to continue using the product. To reduce skin stress such as friction, the cleansing foam must be applied to facial skin after being adequately frothed up. Therefore, we aimed to develop the ultimate cleansing foam that is comfortable throughout the process of face washing. We investigated the psychological effects of (1) the froth up of the cleansing foam, and (2) the tactile feel of the foam, and the synergy of them.
To achieve this, we needed a new test system that could capture the momentary and potential emotions of a series of washing actions. In this study, electroencephalography (EEG) was continuously measured from the time the subject started frothing up the cleansing foam until the foam was applied to the face. By using this method, we could capture the psychological effects of the tactile feel of the foam. Additionally, this method captured the psychological effects of usability, such as the ease of foaming. Furthermore, unlike the questionnaire that is conducted after a series of face washing actions are completed, EEG indicated when and what we feel during the process of face-washing. Samples with different "ease of foaming", "appearance", and "foam quality" were evaluated. Using these samples, the EEG during a series of face washing actions was measured. Analysis of the EEG data was divided into three phases; phase 1: frothing up, phase 2: touching the foam by hand, and phase 3: applying the foam to the face. Additionally, after a series of face washing actions, a sensory evaluation was performed using a questionnaire. We compared the results of the questionnaire with those of the EEG analysis.
We explored the brain region associated with pleasant emotions, such as comfort and joy. Consequently, we decided to focus on the “Brodmann area 11 (BA11)”, which is one of the brain regions that control the reward system. It was found that as the phase of face-washing actions progressed, the neural activity that reflected reward processing increased. Subsequently, we compared the neural activity values between samples with different characteristics in each phase. In phase 1, it was suggested that the sample with fast foaming increased the neural activity of BA11. On the other hand, in phase 2, the fast-foaming sample had lower BA11 neural activity than the slow-foaming sample. Finally, in phase 3, it was suggested that the high elastic foam increased the neural activity of BA11.
Firstly, in this study, we revealed that cleansing foam and face washing actions affect the neural activity of BA11, which receives projections from the limbic system that elicits potential emotions. From the neuroscience perspective, "reward" is considered to represent "The joy we get when cleansing foam exceeds our imagination of washing your face". Secondly, it was found that the more quickly the cleansing foam product foams, the higher the potential joy. On the other hand, when evaluating the feel of foam by hands, it was shown that fine foam may give more "reward" even if foaming is slow. Based on these results, it was found that emotions changed even in short actions such as face washing. In other words, it was shown that characteristics of cleansing foams, which consumers demand, change during the process of face washing actions. This is an essential finding for the development of the ultimate cleansing foam that consumers will want to continue using due to comfort. Finally, this study clarified the relationship between brain regions such as "reward" and product physical properties such as foam characteristics and usability. This indicates that cosmetics and the actions involved in using them may improve people's quality of life (QOL); not only in appearance, such as skin, but also mental health.
To achieve this, we needed a new test system that could capture the momentary and potential emotions of a series of washing actions. In this study, electroencephalography (EEG) was continuously measured from the time the subject started frothing up the cleansing foam until the foam was applied to the face. By using this method, we could capture the psychological effects of the tactile feel of the foam. Additionally, this method captured the psychological effects of usability, such as the ease of foaming. Furthermore, unlike the questionnaire that is conducted after a series of face washing actions are completed, EEG indicated when and what we feel during the process of face-washing. Samples with different "ease of foaming", "appearance", and "foam quality" were evaluated. Using these samples, the EEG during a series of face washing actions was measured. Analysis of the EEG data was divided into three phases; phase 1: frothing up, phase 2: touching the foam by hand, and phase 3: applying the foam to the face. Additionally, after a series of face washing actions, a sensory evaluation was performed using a questionnaire. We compared the results of the questionnaire with those of the EEG analysis.
We explored the brain region associated with pleasant emotions, such as comfort and joy. Consequently, we decided to focus on the “Brodmann area 11 (BA11)”, which is one of the brain regions that control the reward system. It was found that as the phase of face-washing actions progressed, the neural activity that reflected reward processing increased. Subsequently, we compared the neural activity values between samples with different characteristics in each phase. In phase 1, it was suggested that the sample with fast foaming increased the neural activity of BA11. On the other hand, in phase 2, the fast-foaming sample had lower BA11 neural activity than the slow-foaming sample. Finally, in phase 3, it was suggested that the high elastic foam increased the neural activity of BA11.
Firstly, in this study, we revealed that cleansing foam and face washing actions affect the neural activity of BA11, which receives projections from the limbic system that elicits potential emotions. From the neuroscience perspective, "reward" is considered to represent "The joy we get when cleansing foam exceeds our imagination of washing your face". Secondly, it was found that the more quickly the cleansing foam product foams, the higher the potential joy. On the other hand, when evaluating the feel of foam by hands, it was shown that fine foam may give more "reward" even if foaming is slow. Based on these results, it was found that emotions changed even in short actions such as face washing. In other words, it was shown that characteristics of cleansing foams, which consumers demand, change during the process of face washing actions. This is an essential finding for the development of the ultimate cleansing foam that consumers will want to continue using due to comfort. Finally, this study clarified the relationship between brain regions such as "reward" and product physical properties such as foam characteristics and usability. This indicates that cosmetics and the actions involved in using them may improve people's quality of life (QOL); not only in appearance, such as skin, but also mental health.