As a product developer working in the beauty industry for over ten years, I’m often asked what my favourite beauty products are – and why they are so popular with me.

The second question – the why – is easy to answer, as it is a personal preference to a certain extent. But the first question, even without consciously realising it, has a lot to do with the texture of the product, its design and of course its feel.&nb

Consumers assess sensorial attributes subconsciously

A product’s major point of differentiation is its texture and its sensorial effects, but this is most of the time a subconscious assessment. For example, if you think of the last time you sampled a new product, you will remember smelling it first and then applying a small bit. Without even noticing, you will be making sensory assessments about how much you like or dislike the product’s fragrance, pick-up, immediate texture, play time, rub out and after-feel.

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