Cosmetics and the 5 Senses

Cosmetics and the 5 senses : Perception & Description
Agnès Giboreau giboreau@lesensolier.com Your contact: Hélène AZOEUF, Sensory Dpt Director h.azoeuf@adriant.com Tel +33 169 534 302

www.adriant.com

1

The questions addressed today
Introduction
Why controlling sensory properties in cosmetics?

Biology
How does the body reply to the cosmetic world?

Language
What kind of words are cosmetic sensory attributes?

Description
How to define attributes for cosmetics' description?

Conclusion

2

Introduction

3

Why paying attention to sensory in cosmetics?
Cosmetics
Appearance of the pack? Consumers are emotionally attached to their cosmetics Sensory characteristics could create an emotional link between the consumer and the product / packaging :
Optimisation of the sensory characteristics of the product / the pack

Material?

Perfume?
Positive stimulation of one or many senses

Taste of the lipstick? Sound while closing?

Increase the perceived quality of the product and its emotional content
4

Why controlling sensory characteristics in cosmetics?

Facing the high demand of the cosmetic industry to base the marketing mix on sensations… It is necessary to know how to control sensory characteristics

Sensory descriptive studies represent the most useful and the most used tool to achieve such a control.

5

The solution: Sensory descriptive methods
Objectives :
Measuring all sensations a product provides to a consumer at various stages of usage all along the product life Considering the link to consumer liking, sensory profile is used : For a watch on competition To know consumers’ expectations through sensory strengths and weaknesses To define the sensory optimum profile
6

Biology
How does the body reply to the world?

7

How defining a sense? A "sense" is a faculty by which outside stimuli are perceived. SENSE (broadly acceptable definition )
"a system that consists of a sensory cell type (or group of...