Aveda's research director, Alex Vainshelboim, Ph.D., asserted during the fall 2005 Health & Beauty America (HBA) Personal Care Ingredients and Technology Expo (PCITX) that gemstones can be used to enhance cosmetic formulations, as reported by the Rose Sheet. Studies by the company are said to have shown that gemstones lead to higher "intensity of intrinsic energy" in a similar way to the human subconscious response to sense of smell. Vainshelboim added that future research should evaluate human sensory response to gemstones.
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