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EXCLUSIVE! Comparatively Speaking: Matter Claims vs. Mind Claims
by Tony O’Lenick
Posted: March 13, 2006
page 2 of 2
A matter claim is any claim that is being substantiated by performing a measurement on a hard physical matter such as skin, hair, the buccal mucosa, etc. A tangible subject, although the subject does not always have to be hard as you can also measure the viscosity of a lotion and claim that in a matter claim.
A common aspect of all these substrates on which a measurement is performed is that it is something that can physically be touched and felt. But there are many other soft spots in cosmetic science, i.e., the feel of a product, the pleasure of using a cosmetic product, the well-being and "feel good, look better" type of intangible claims. Were do I place my meter (and what meter?) if I want to know how relaxed a subject feels when using my latest cosmetic product, how their stress evaporated when they applied my aromatherapeutic cocktail or how much their well-being was improved due to that luxuriously packed formulation? All these types of measurements involve measuring what is happening in the brain and use the mind-skin connection. Because the brain is, under normal circumstances, an intangible matter, I call these mind claims.
There are many other soft spots in cosmetic science
such as the well-being and "feel good, look better"
type of intangible claims.
Substanatiation then, is done in exactly the same way. One needs to know the claim first so that the right test can be designed using the right equipment and measuring the right substrate. In mind claims, this is measuring well-being, which can be measured via questionnaires. But if the skin is treated via the brain (for instance, as the cosmetic product range qiora from Shiseido does), one has to scratch their brain as to what a placebo actually is, as the typical right-left separation of arms and face no longer work. Mind over matter, but whose mind is it anyway, and more importantly, does it matter?