"Moodpict” - Implementation and validation of a non-verbal approach to the emotional benefits of cosmetics
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Presented by: Anne Sirvent
Introduction
Following the pandemic period, studies in the Beauty sector show changes in the buying habits and expectations of consumers. The definition of beauty has evolved and become more holistic. Consumers are better defining their needs and recognizing that there is no longer a single model of beauty that fits everyone (inclusive beauty); physical appearance is no longer the determining factor of beauty. In 2021, an international survey conducted by Euromonitor on the perception of beauty highlighted the importance of the appearance of health and attractiveness, regardless of biological age. Consumers are now aware of the close links between physical and psychological states. The experience of positive emotions, feelings or affects is, in fact, essential to achieve happiness, fulfillment and satisfaction with one's life. This ultimately contributes to physical and emotional well-being.
The WHO defines health not as the absence of disease or infirmity but as a state of complete physical, mental and social well-being. The cosmetic product, by its actions of protection, cleaning, maintenance in good condition, perfuming, modification of the appearance and correction of body odors, participates actively in the three components of Wellness. Therefore, in addition to its biological effectiveness, it seemed important to us to study objectively the effects of the cosmetic product on psychological well-being.
Neuroscience has long been interested in the characterization of moods and emotions. The latter can be analyzed according to different components (expressive, physiological and cognitive) which all participate in the final expression.
The objective of this study is to set up a simple and fast method to quantify the emotions and feelings of consumers during the use of cosmetic products. The chosen approach is a non-verbal cognitive approach through the presentation of images specifically selected for their emotional charge.
Method
- Creation of a database of emotionally charged images and implementation of the psychometric measurement tool "Moodpict": selection of emotional universes, choice of images.
- Validation of the psychometric tool: setting up and carrying out studies with subjects. In parallel to the evaluation of the acceptance and effectiveness of various cosmetic products, we will study the emotional universes evoked by them. A comparison between the "Moodpict" approach and standard verbal approaches (affect scales) will be made.
Results
The project is under development and the results will be presented at the conference in September 2022.
Discussion and conclusion
Cosmetic products have a role to play in the health of individuals, as an instrument of well-being. In the years to come, brands in the Beauty sector will have to behave as Health and Wellness brands. This means developing products that provide both physical AND emotional benefits, while having their claims scientifically validated. Only those brands and products that establish a strong and privileged emotional connection with consumers will be the most successful.
Compared to verbal approaches to expressing emotions, the "Moodpict" approach developed requires a lower mental load. The processing of images at the brain level is faster than for words. This approach allows a privileged and direct access to emotions, while being objective, fast and easy to implement with the subjects.
This type of approach can help differentiate products that are equally appreciated thanks to the emotional universes evoked. The knowledge of the latter can, moreover, allow a better positioning on the market, by ensuring an adequacy with the marketing promises.
Following the pandemic period, studies in the Beauty sector show changes in the buying habits and expectations of consumers. The definition of beauty has evolved and become more holistic. Consumers are better defining their needs and recognizing that there is no longer a single model of beauty that fits everyone (inclusive beauty); physical appearance is no longer the determining factor of beauty. In 2021, an international survey conducted by Euromonitor on the perception of beauty highlighted the importance of the appearance of health and attractiveness, regardless of biological age. Consumers are now aware of the close links between physical and psychological states. The experience of positive emotions, feelings or affects is, in fact, essential to achieve happiness, fulfillment and satisfaction with one's life. This ultimately contributes to physical and emotional well-being.
The WHO defines health not as the absence of disease or infirmity but as a state of complete physical, mental and social well-being. The cosmetic product, by its actions of protection, cleaning, maintenance in good condition, perfuming, modification of the appearance and correction of body odors, participates actively in the three components of Wellness. Therefore, in addition to its biological effectiveness, it seemed important to us to study objectively the effects of the cosmetic product on psychological well-being.
Neuroscience has long been interested in the characterization of moods and emotions. The latter can be analyzed according to different components (expressive, physiological and cognitive) which all participate in the final expression.
The objective of this study is to set up a simple and fast method to quantify the emotions and feelings of consumers during the use of cosmetic products. The chosen approach is a non-verbal cognitive approach through the presentation of images specifically selected for their emotional charge.
Method
- Creation of a database of emotionally charged images and implementation of the psychometric measurement tool "Moodpict": selection of emotional universes, choice of images.
- Validation of the psychometric tool: setting up and carrying out studies with subjects. In parallel to the evaluation of the acceptance and effectiveness of various cosmetic products, we will study the emotional universes evoked by them. A comparison between the "Moodpict" approach and standard verbal approaches (affect scales) will be made.
Results
The project is under development and the results will be presented at the conference in September 2022.
Discussion and conclusion
Cosmetic products have a role to play in the health of individuals, as an instrument of well-being. In the years to come, brands in the Beauty sector will have to behave as Health and Wellness brands. This means developing products that provide both physical AND emotional benefits, while having their claims scientifically validated. Only those brands and products that establish a strong and privileged emotional connection with consumers will be the most successful.
Compared to verbal approaches to expressing emotions, the "Moodpict" approach developed requires a lower mental load. The processing of images at the brain level is faster than for words. This approach allows a privileged and direct access to emotions, while being objective, fast and easy to implement with the subjects.
This type of approach can help differentiate products that are equally appreciated thanks to the emotional universes evoked. The knowledge of the latter can, moreover, allow a better positioning on the market, by ensuring an adequacy with the marketing promises.