COSMEFEEL

Objective

Development of neuroscience applied to the sensory evaluation of cosmetic products, with the aim of providing sensory and consumer research with differential value by integrating the emotional component measured objectively. The general objective is therefore to develop methodologies based on the application of neuroscience tools such as electroencephalography, automatic facial expression analysis and galvanic skin response, in order to assess the consumer’s physiological and emotional changes during the consumption, use or application of cosmetic products.

Activities

Preliminary study on the use of neuroscience tools for the sensory evaluation of cosmetic products.
Development of the selected neuroscience technologies.
Definition of companies’ needs and design of practical consumer research case studies in cosmetic products.
Practical case studies with consumers. Fieldwork.
Applicability of neuroscience tools to the sensory evaluation of cosmetic products.
Communication and dissemination of the project
Transfer and promotion of results

Results

The Motivation Index obtained through electroencephalography has shown, in certain sensory contexts, a greater ability to discriminate between cosmetic samples than traditional acceptability measures and self-reported emotions, especially in fragrance evaluation.
The results confirm that neuroscience metrics do not replace classical techniques, but rather complement them, providing differential information on motivation and user experience that is not always explicit to the consumer.
It has been identified that experimental factors such as movement, sensory modality or eye opening significantly influence neurophysiological signals, which clearly defines the current conditions for applying these techniques.
Neuroscientific analysis has made it possible to detect effects not captured by traditional tests, such as the influence of brand image and packaging on the sensory perception of the product after prolonged use.
Other metrics, such as brain activation indicators or galvanic skin response, are still at an exploratory stage and require further theoretical and experimental validation before their operational use in cosmetics.