Evolution of makeup attributes - Sensations and emotions studied by neuroscience
520
Presented by: Larissa Santos
Introduction:
In the field of color cosmetics science, there is an increasing desire for the scientists to be always evolving when it comes to the evaluation of textures, colors and innovative fragrance that are applied in the products. Through these innovations, it is possible to bring a differentiated communication and also to focus on new attributes to be explored to color cosmetics.
In this present research, we evaluate how biological impulses, measured with the help of neuroscience, can trigger different reactions and sensations from the moment of purchase to the consumer's relationship and experience with the cosmetic product.
Therefore, we identified fragrances and colors that trigger the mood hapiness to consumers, in addition to other moods and sensations. By going beyond traditional hedonic tests and evaluations, fragrances and colors were also tested via behavioral neuroscience methodologies through implicit associations and non-verbal associations.
Methods:
This research consisted into two parts: the first one where an evaluation of 10 colors and 6 fragrances were evaluated through the following methods:
1 - Implicit Association Test (IAT) - which consists of a methodology of psychological tests developed and validated in academic research to unveil memories, repertoires and mental links that are in the consumer's imagination and can be stimulated by the 5 senses and associated with colors, images, and finally a feeling.
2 - Self-Assessment Manikin (SAM) Overview, which is based on the PAD (pleasure-arousal-dominance) theory of emotion. SAM is a non-verbal test measuring the dimensions of pleasure, arousal, and dominance to detect emotional reactions.
The second part where, based on the results obtained for colors and fragrances, the application of some of them in 7 different textures - that can represent different types of cosmetic products, as face foundation, lipstick, primer, makeup remover, among others - through application and products validation by an expert team. For this evaluation, a technical team was recruited. For this evaluation, a technical team responsible for performing sensory evaluation on the skin was recruited and statistically determined when clains related to sensation and emotions could be used in the evaluated textures.
Results:
Results regarding the two methodologies used (IAT and SAM) to evaluate the proposed fragrances and colors show us that the respondents felt happier and more excited when they smelled most fragrances. The expectations were met, since the fragrances were perfectly in sync with the texture proposal, and respondents were more likely to buy the cosmetic product with these fragrances.
With the evaluation of sensations through textures (which represent the different types of makeup), we obtained results such as: Color that brings a healthy appearance; Natural appearance; Feeling of care; Refreshing sensation; Smooth touch; Smooth as water; High hydration sensation; Take it like the breeze. All claims that can endorse the declared sensations regarding colors and fragrances.
Discussion and Conclusion:
The research was carried out using advanced research methods that made possible to understand the consumer's perception regarding the connection between colors and fragrances related to moods and sensations. This understanding of texture associated with fragrance and color and feelings and emotions for the consumeris important and it can make a difference on the choice and satisfaction of the consumers.
In the field of color cosmetics science, there is an increasing desire for the scientists to be always evolving when it comes to the evaluation of textures, colors and innovative fragrance that are applied in the products. Through these innovations, it is possible to bring a differentiated communication and also to focus on new attributes to be explored to color cosmetics.
In this present research, we evaluate how biological impulses, measured with the help of neuroscience, can trigger different reactions and sensations from the moment of purchase to the consumer's relationship and experience with the cosmetic product.
Therefore, we identified fragrances and colors that trigger the mood hapiness to consumers, in addition to other moods and sensations. By going beyond traditional hedonic tests and evaluations, fragrances and colors were also tested via behavioral neuroscience methodologies through implicit associations and non-verbal associations.
Methods:
This research consisted into two parts: the first one where an evaluation of 10 colors and 6 fragrances were evaluated through the following methods:
1 - Implicit Association Test (IAT) - which consists of a methodology of psychological tests developed and validated in academic research to unveil memories, repertoires and mental links that are in the consumer's imagination and can be stimulated by the 5 senses and associated with colors, images, and finally a feeling.
2 - Self-Assessment Manikin (SAM) Overview, which is based on the PAD (pleasure-arousal-dominance) theory of emotion. SAM is a non-verbal test measuring the dimensions of pleasure, arousal, and dominance to detect emotional reactions.
The second part where, based on the results obtained for colors and fragrances, the application of some of them in 7 different textures - that can represent different types of cosmetic products, as face foundation, lipstick, primer, makeup remover, among others - through application and products validation by an expert team. For this evaluation, a technical team was recruited. For this evaluation, a technical team responsible for performing sensory evaluation on the skin was recruited and statistically determined when clains related to sensation and emotions could be used in the evaluated textures.
Results:
Results regarding the two methodologies used (IAT and SAM) to evaluate the proposed fragrances and colors show us that the respondents felt happier and more excited when they smelled most fragrances. The expectations were met, since the fragrances were perfectly in sync with the texture proposal, and respondents were more likely to buy the cosmetic product with these fragrances.
With the evaluation of sensations through textures (which represent the different types of makeup), we obtained results such as: Color that brings a healthy appearance; Natural appearance; Feeling of care; Refreshing sensation; Smooth touch; Smooth as water; High hydration sensation; Take it like the breeze. All claims that can endorse the declared sensations regarding colors and fragrances.
Discussion and Conclusion:
The research was carried out using advanced research methods that made possible to understand the consumer's perception regarding the connection between colors and fragrances related to moods and sensations. This understanding of texture associated with fragrance and color and feelings and emotions for the consumeris important and it can make a difference on the choice and satisfaction of the consumers.