The study of emotions has won over cosmetics for a few years now with first the evaluation of well-being by quality-of-life questionnaires and self-evaluations of consumer tests. Since the 2010s, with the contribution of neuroscience and new technologies, it has been a question of scientifically and dynamically evaluating the psychic and physiological influence of emotions associated with the application of a cosmetic product and consequently the actions that result from it.
Emotions, complex physical and instinctive phenomena, cause unconscious bodily signals that can be instantly and objectively measured. The application of a cosmetic as a sensory experience is a stimulus that modifies the heart rate, facial expressions, skin surface activity, in a multidimensional cognitive, behavioural, and physiological process.
Experts agree that six primary emotions, sometimes more, constitute the common and universal base of individuals with: pleasure, sadness, fear, disgust, surprise, and anger, (contempt, shame, guilt, curiosity). The emotional response as a subjective feeling associated with an event is spontaneous, instantaneous, rapid, universal and consists of the 3 expressive, physiological, and subjective components. The effect of the application of a cosmetic product is unconsciously and quickly evaluated by the brain.
When it comes to claims, the study of emotions makes it possible to evaluate a wide range of perceptions caused by the application of a product and the improvements in self-representation as well as the physiological effects induced.
To objectify emotions scientifically, there is not a single simple and direct method but a multitude of methods. To increase the reliability of these analyses resulting from an unconscious and implicit process, it is necessary to consider in the design of the protocols, the claim sought, the type of product studied, the typology of consumers and to integrate the combination of the three components of the emotion: