APPLICATION OF TWO CONSUMER PROFILING TECHNIQUES TO COSMETIC EMULSIONS

Abstract

ABSTRACT The sensory characteristics of cosmetic products are commonly used for attracting consumers' attention in advertising campaigns and packaging. Thus, in order to appropriately satisfy consumers' sensory expectations, it is important to gather information about their perception of the sensory characteristics. In this context, the aim of the present work was to apply two consumer methodologies (intensity scales and a check-all-that-apply [CATA] question) to gather information about the sensory profile of cosmetic emulsions. Six cosmetic emulsions with different formulation, widely differing in their sensory characteristics, were evaluated by two groups of 50 female consumers. One group used intensity scales to evaluate eight attributes of the emulsions and the other completed a CATA question comprising 20 terms related to sensory characteristics of the emulsions, cosmetic applications and effects on the skin. Both intensity scales and CATA question were able to detect differences in consumers' perception of the sensory characteristics of the evaluated emulsions. These differences could be explained considering the samples' formulation, which suggests their validity and indicates that they could consist on interesting alternatives to traditional sensory profiles obtained with trained assessors' panels. PRACTICAL APPLICATIONS The application of intensity scales or a CATA question consisted of an interesting approach to gather information about consumers' perception of cosmetic products. Despite both methodologies provided similar results, the application of CATA questions could be regarded as more natural for consumers and easier to use. Besides, CATA questions could enable the identification of consumers' perception of the sensory characteristics of cosmetic products, but also their effects on the skin and the cosmetic applications for which they are considered appropriate. An interesting application of this methodology could be the development of a line of cosmetic products with different applications or the selection of sensory and efficacy claims during the design of marketing strategies or labels of cosmetic products.