Beauty and the brain: ‘Multisensory experiences are happening all the time’, says Professor Charles Spence via Cosmetics Design Europe

22-Sep-2022 By Kacey Culliney

Consumers live in a multisensory world where perception and experiences are defined by the human senses, and the beauty industry must keep this front-of-mind during product design and development, says a leading experimental psychologist.

For most consumers worldwide, it takes mere seconds to choose a product in-store or online, leaving a very small window for brands to make an impression and capture consumer interest. And when shopping or interacting with a product – be that in beauty, personal care, food, drink or other sectors – multiple senses could be at play.

Professor Charles Spence, head of Oxford University’s Crossmodal Research Laboratory at the Department of Experimental Psychology in the UK, had been studying these behaviour patterns for some time.