Photo of young woman with clean skin and splash of water. Portrait of smiling woman with drops of water around her face. Spa treatment. Happy girl washing her body with water. Water and body.
Cosmetics have long been recognized for their positive impact on well-being, influencing both psychological and emotional states. Their use in beauty routines fosters self-confidence and self-esteem, offering individuals a sense of control over their appearance. Additionally, personal care products serve as tools for relaxation, providing a sense of calm and serenity. This experience is particularly sought after in spa settings, where aesthetic treatments and massages help consumers achieve a better balance between body and mind.
The increasing adoption of a holistic approach to cosmetics reflects the growing consumer demand for products that consider the interconnectedness of body, mind, and environment. Holism emphasizes that all parts of a system are interdependent, suggesting that beauty should not be viewed as a collection of isolated experiences but as a comprehensive, integrated process. This philosophy resonates with consumers who seek cleaner, more natural beauty solutions, aligned with their values of social responsibility. These values include sustainability, ethical sourcing, and respect for both human and environmental welfare, influencing the entire cosmetics supply chain, from ingredient sourcing to manufacturing and usage.
The skin, often referred to as the “second brain,” is intricately linked to emotional and psychological states. It is sensitive to both internal and external stimuli, including stress, anxiety, and environmental aggressions. This organ reflects emotional states through physical manifestations such as blushing and sweating, highlighting its role as a direct communicator between the psyche and the external world.
Neurocosmetics, an emerging field within the cosmetics industry, focuses on the complex interaction between the skin and the brain, known as the “skin-brain axis.” By targeting neural receptors with specific active ingredients, neurocosmetic products aim to modulate sensory perception and cellular behavior, promoting long-term skin health and holistic well-being rather than merely addressing superficial concerns.
The holistic approach that deals with the whole interactions and connections of the skin to its internal and external environment helps to better understand the impact of actives ingredients such as Cannabidiol (CBD) or personal care on the cutaneous system.
Neurocosmetics can be considered as products that have cosmetics effects on the brain of Beauty consumers. Their evaluation on human combines neuroscience, psychology, and cosmetic science to study how beauty products affect the brain perceptions and how they can be used to improve wellbeing. Nowadays neurocosmetics research focuses on understanding how beauty products can affect mood, behavior, and cognitive performance between biological and neurological activities. Neurocosmetics are studied through several analytical methods from physiological, biological, and sensorial.
Before this new global approach, that begun few years ago, sensory analysis was the way to study the effect of cosmetics application qualitatively and quantitatively on the sensations and perceptions of the Beauty consumers.
Sensory analysis represents scientific methods that measure and interpret panel responses to cosmetics perceived through the senses of sight, smell, taste, touch, and hearing. It is generally used to evaluate the acceptability of personal cares, their quality, their tolerance, and their effectiveness. This approach enables the development of products that deliver both functional and emotional benefits, catering to the growing consumer demand for holistic beauty solutions
The sensory analysis can be conducted through naïve or expert panels. Naive panels are composed of untrained subjects who are asked to evaluate cosmetics based on their own personal preferences and experiences. The results of the panel are then used to determine the overall sensory profile of the product [3]. On the other hand, expert panels are composed of trained panelists who use their senses to evaluate the organoleptic characteristics of personal care: appearance, aroma, flavor, texture, and other characteristics following the applications of the products following normal conditions of use.
Researchers point out that the challenge in detecting sensory impressions is to achieve the appropriate balance between generating the most objective data possible and achieving the highest possible level of standardization. Sensory evaluation involves measuring the sensory properties and includes the interpretation of the responses by sensory experts.
Experts agree that 6 primary emotions, sometimes more, constitute the common and universal base of individuals with: pleasure, sadness, fear, disgust, surprise, and anger, (contempt, shame, guilt, curiosity).
These emotions are immediate adaptive chemical and neuronal responses to the environment. Thanks to emotions, consumers can describe an experience of cosmetics application as positive (pleasant) or negative (unpleasant). Pleasure is a nice experience that arises from an anticipated or real satisfaction of a desire or need. Pleasure can be measured through quantifying emotions, using neuroscience and psychology.
The emotional response as a subjective feeling associated with an event is spontaneous, instantaneous, rapid, universal and consists of the 3 expressive, physiological, and subjective components. The effect of the application of a cosmetic product is unconsciously and quickly evaluated by the brain.
When it comes to claims, the study of emotions makes it possible to evaluate a wide range of perceptions caused by the application of a product and the improvements in self-representation as well as the physiological effects induced.
To objectify emotions scientifically, there is not a single simple and direct method but a multitude of methods. To increase the reliability of these analyses resulting from an unconscious and implicit process, it is necessary to consider in the design of the protocols, the claim sought, the type of product studied, the typology of consumers and to integrate the combination of the 3 components of the emotion:
o Facial expression analysis quantifies emotions by examining the facial expressions of an individual. It involves looking at the facial features, such as the eyes, mouth, and brows, to determine the emotional state of the person.
o Postural expressions analysis is important to study the nonverbal communication part involves in the emotion’s generation. It enables to look at the body language of an individual: the position of the body, the facial expressions, and the gestures.
o Vocalization analysis examines the acoustic properties of a person’s voice. This includes analyzing the pitch, volume, and duration of vocalizations, as well as the intonation and rhythm of speech.
Emotions are central to the future of the beauty industry, with neuromarketing playing a key role in understanding how personal care products stimulate consumers. In the future, algorithms and emotional AI may predict and interpret consumer emotions during virtual applications.
One of the major challenges in beauty evaluation is comprehending the full range of emotions products evoke, requiring a holistic approach. Future cosmetic safety and efficacy studies will consider cellular interactions, skin characteristics, and environmental factors, integrating these into study protocols.
Studying emotional processes offers endless innovation opportunities, aligning with consumers’ desire for unique sensory experiences. To ensure reliable and robust outcomes, it is crucial to study emotions’ behavioral, physiological, and cognitive components with rigorous, multidimensional methodologies.
References:
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