Cosmetic Tasting

An Experience to Engage All Five Senses

A cosmetic product is a blend of science and pleasantness. Its formulation requires not only a thorough understanding of chemistry but also an appreciation for pleasantness and user enjoyment. The matter is much more complex than it might appear. Cosmetics, by law, are not drugs; therefore, focusing solely on their action overlooks the artistry of cosmetology.

A cosmetologist evaluates active ingredients, as well as emulsifiers, rheological additives, smoothness, fragrance, stability, and compatibility with the chosen packaging.

Evaluating Cosmetics Beyond Ingredients

Cosmetics are often assessed based on their composition, INCI listings, and fragrance. However, there’s a lack of true cosmetological education regarding their use and a comprehensive sensory evaluation.

Let’s make a qualitative leap and embrace what I call “cosmetological education.” Let’s experience and help our clients experience products through genuine cosmetic tastings.

We need to move beyond the good/bad, like/dislike dichotomy. Cosmetic tasting is much more nuanced; we must train our senses to recognize formulations and what they evoke.

This doesn’t mean ignoring active ingredients or efficacy, but rather going beyond, fully savoring a product.

Neurocosmetics: Connecting Skin and Mind

Neurocosmetics, which emerged in the early 2000s, teach us that there’s a profound and studied relationship between the skin and the brain. The application of a product, even before its efficacy is evident, triggers activity in the central nervous system. A classic example is menthol, which activates skin receptors, providing an immediate sensation of freshness.

We all seek products that satisfy not only our skin’s needs but also our emotional desires for well-being and innovative, positive experiences.

Cosmetic Tasting: A Sensory Journey

We should savor a cream or serum using all five senses, engaging in a true cosmetic tasting.

We can utilize principles from sensory marketing, stimulating all five senses and adapting various points to cosmetics. All human senses can evoke a multitude of subconscious emotions, unleashing our imagination.

Let’s embark on this experience together, using the five groups of experiences defined by the renowned Bernd H. Schmitt, professor of International Business at Columbia Business School, known as SEM (Strategic Experiential Modules). We’ll focus on the first module: SENSE experiences, which involve engaging all five senses.

1. Sight: The Visual Appeal of Cosmetics

Sight is the most stimulated sense, with about 80% of information perceived through vision.

• Minimize visual distractions; focus on the product, its texture’s shine, and packaging.
• Admire the beauty of the cream, the serum’s fluidity. Visualize something pleasant and immerse yourself.

2. Touch: The Tactile Experience in Skincare

Touch is the sense we need to work on the most.

• Take the product and massage it with your fingertips before applying.
• Notice how it blends with your skin. Is it the butters you feel? The smoothness from vegetable oils? Now, feel the more aqueous part. How does it absorb? How does your skin feel now? After thoroughly massaging the cream, how does your skin feel? Was it a true “pampering”? What did it give you?

3. Hearing: The Role of Sound in Cosmetic Application

• Study the products, read the words describing them, and play relaxing music.

4. Smell: The Impact of Fragrance on Experience

It’s scientifically proven that using fragrances creates a pleasant and memorable experience.

• Smell the products thoroughly, analyze the olfactory pyramid. Try to associate the olfactory experience with something visually positive and relaxing, so when you use the product and smell its fragrance, it reminds you of something pleasant.

The Cosmetic Tasting Experience Awaits

Live a truly unique and emotional experience and spread true cosmetic culture.

Happy tasting!

Autor

Dott.ssa Elisabetta Casale

Bibliografy

Maria-Jose Lopez-Gonzalez, Nuria García, Isabel Devesa, “Neurocosmetics: including neurons in cosmetic development”, HPC Today July/August 2020 Vol 15(4), pp. 32-33.
SCHMITT, Bernd h Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands”,Thi 2000