Emotional cosmetics: oxymoron or pleonasm? Old hat or new paradigm? The impact of the concept for formulators

Emotional cosmetics: oxymoron or pleonasm? Old hat or new paradigm? The impact of the concept for formulators

20 Nov 2019, 15:15 - 15:40

Leonardo Royal Hotel London Tower Bridge
Language:
English

We have known for a long time that buying and using cosmetics (from shampoos to skin care creams to make-up) are all strongly tied to emotional aspects, to pleasure. What has changed in the last ≈10 years?

Neuroscience has developed methods and instruments to analyse, record and quantify emotional and psychological reactions to the products we develop.

With these new data (“to measure is to know”) formulators have a better understanding of consumer preferences, of the “unconscious” purchase criteria. 

We will discuss this brain-skin connection and review a few examples of this new approach of measuring the emotions involved and the specific benefits of this avenue for consumers and brands.

Contributors

  • Karl Lintner

    Speaker

    President

    KAL’IDEES S.A.S.

    Karl LINTNER, PhD obtained a Degree in Chemical Engineering from Vienna University (Austria) and a PhD in Biochemistry from the same             ...