VALENCIA, 2 Nov. (EUROPA PRESS) -
The Ainia technology center is working on a project in which it will apply neuroscience in sensory research of cosmetic products.
The well-being generated by the application of this type of product on the skin awakens in the consumer a series of emotions that are "key" to making future purchase decisions. This is why the evaluation of consumer preferences, as a result of sensory, emotional and cognitive responses, is a fundamental aspect for the industry in the development and marketing of cosmetic products, the entity explains in a statement.
The study of emotions, the so-called neuromarketing, allows us to analyze in a "more impartial way the decision-making processes in which irrational, intuitive and affective processes play a fundamental role."
Sensory analysis, they emphasize, is a "powerful tool for the cosmetics industry, since sensory research techniques applied in neuroscience can overcome some of the limitations of traditional methodologies."
In this context, and within the Cosmefeel project - co-financed by FEDER funds and the Valencian Institute of Business Competitiveness (IVACE) -, neuroscience methodologies are being studied, complementary to traditional ones, to obtain a deeper emotional understanding of behavior. of the consumer.
These include Galvanic Skin Response (GSR), one of the most sensitive methods for emotional arousal; the measurement of brain activity: electroencephalography (EEG) and Facial Coding (FC), which analyzes the face as one of the most powerful tools of non-verbal and unconscious communication.
Sensory analysis is an effective tool that comprises a series of scientific methods used to evoke, measure, analyze and interpret reactions or information about a product in relation to what people feel or perceive when they use or consume it. Specifically for cosmetics, the emotions provoked by the product are derived from the smell, touch and visual experience of the product, they conclude.