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Consumer Perspective—The Feel Good Factor in Skin Care
By: Katerina Steventon, PhD, FaceWorkshops
Posted: April 4, 2013, from the April 2013 issue of Cosmetics & Toiletries.
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An insight into consumer behavior shows that consumers learn to like their products so much that they look forward to their skin care routine every night. Skin care routine is a ritual that demands relaxation. It represents a time where people are sensual and instinctively touch their faces. The moment of touch brings them to the present, and the product scent makes them feel instantly comforted, establishing a positive emotional connection; working directly on the limbic system, scent evokes a sense of relaxation.
Formulating for Skin Feel
The sensory profile of a moisturizer, or “skin feel,” can magnify the feel good factor. Recently, the “incredible feel” has been highlighted in the advertising campaign for Garnier Moisture Rescue by L’Oréal. Sensory properties of moisturizers influence consumers’ compliance, which is essential to achieving skin benefits.
Individual preferences exist within different consumer groups. A study of 200 volunteers with dry skin reported the most important characteristics of a moisturizer to be fast absorption, pleasant scent, ease of application, optimal thickness, and a non-sticky, soothing and silky after-feel. The study established a “perfect” sensory profile of a moisturizer for dry skin that matched the specification of the most commercially successful OTC product in Sweden.9
Similarly, Croda has advanced its approach to sensorial properties to bring products with novel feel and textures to the market. Sensification—The Science Behind Sensory Innovation (see QR Code) is a tool that determines the initial sensory profile to fit a specific product positioning. Properties within five areas of formulation are analyzed, including: appearance, pickup, rub out, immediate after feel, and after feel at 20 min. The formulation spectrum stretches from light and fluid to heavy and viscous, offering a comprehensive portfolio of emulsifiers. It is apparent that skin care affects both physiological and psychological well-being. Sensory perception is complex and laboratory instruments can only go so far. Therefore, matching advanced technologies while understanding “the human factor” is the next challenge for the skin care industry.
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1. J Kabat-Zinn, Coming to Our Senses: Healing Ourselves and the World Through Mindfulness, Piatkus Books Ltd., London (2005)
2. M Denda, K Takei and S Denda, How does epidermal pathology interact with mental state? Med Hypotheses 80(2) 194–196 (Feb 2013)
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5. J Kabat-Zinn, E Wheeler, T Light, A Skillings, MJ Scharf, TG Cropley, D Hosmer and JD Bernhard, Influence of a mindfulness meditation-based stress reduction intervention on rates of skin clearing in patients with moderate to severe psoriasis undergoing phototherapy (UVB) and photochemotherapy (PUVA), Psychosom Med 60(5) 625–632 (Sep–Oct 1998)
6. ML Price, I Mottahedin and PR Mayo, Can psychotherapy help patients with psoriasis? Clin Exp Dermatol 16(2) 114–117 (Mar 1991)
7. TF Robles, KP Brooks, HS Kane and CD Schetter, Attachment, skin deep? Relationships between adult attachment and skin barrier recovery, Int J Psychophysiol (Apr 27, 2012)
8. A Beresniak, Y de Linares, GG Krueger, S Talarico, K Tsutani, G Duru and G Berger, Validation of a New International Quality-of-Life Instrument Specific to Cosmetics and Physical Appearance: BeautyQoL Questionnaire, Arch Dermatol 148(11) 1275–82 (Nov 1, 2012)
9. I Norin, Sensory analysis—a tool for improving compliance, a presentation at Stratum Corneum, Cardiff, Sept 2012
Select the Right Skin Delivery System for Your Application
Science and Applications of Skin Delivery Systems bridges the gap between the two extremes of all-science and all-systems books. This book was written by experts who know the potentials as well as the limitations of the delivery systems.Science and Applications of Skin Delivery Systems and Skin Barrier: Chemistry of Skin Delivery Systems