{"id":7697,"date":"2018-02-07T08:00:11","date_gmt":"2018-02-07T14:00:11","guid":{"rendered":"https:\/\/www.ulprospector.com\/knowledge\/?p=7697"},"modified":"2019-02-13T14:35:50","modified_gmt":"2019-02-13T20:35:50","slug":"pcc-neuroscience-tools-eyetracking-cosmetic-product-rd","status":"publish","type":"post","link":"https:\/\/ulprospector.ul.com\/7697\/pcc-neuroscience-tools-eyetracking-cosmetic-product-rd\/","title":{"rendered":"Keep Your Eye on Neuroscience Tools During Cosmetic Product R&D"},"content":{"rendered":"
\"Neuromarketing
Copyright: dolgachov \/ 123RF Stock Photo<\/a><\/figcaption><\/figure>\n

In Part 1 of this article<\/a>, I explained how neuroscience can play a role in personal care and cosmetic product development \u2013 a process called neuromarketing<\/strong>. Below are some additional examples of applications of this process.<\/p>\n

Example: Eye-tracking in the soft-focus formulation in anti-aging emulsions<\/strong><\/p>\n

Some materials have to provide an immediate corrective effect on the appearance of wrinkles, known as \u201csoft focus.\u201d When developing anti-aging emulsions with soft focus, formulators usually have to do a lot of testing on people, so they can find the combination of materials which have the best visible effect.<\/p>\n

In Cosmetics & Toiletries,1<\/sup> we shared a soft-focus evaluation methodology to test different formulations. Our eye-tracking results considerably decreased the evaluation time during the design stage. In the methodology, we used pieces of leather to calibrate and analyze the study samples, which were divided into two parts, a control and a test area.<\/p>\n

By evaluating the intensity and number of saccades (or quick movements of both eyes) in both samples, we were able to design a methodology to determine the effect of a good soft focus.<\/p>\n

Figure 1 presents a reading example in which the total portion of leather has been used as a target. As you can see, there is an even distribution of the saccades in the image.<\/p>\n

\"Neuromarketing
Figure 1. Example of eye tracking readings in panel calibration volunteers.<\/figcaption><\/figure>\n

Figure 2 shows the eye tracking reading in the right portion of the sample, related to the soft-focus effect of the emulsion.<\/p>\n

\"Eyetracking
Figure 2. Example of eye tracking readings for soft focus sample.<\/figcaption><\/figure>\n

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Example: Eye-tracking and EEG in the design of capillary products<\/h3>\n

Eye-tracking and EEG are both very interesting tools to use in the design phase of hair products. In Eurocosmetics magazine,2<\/sup> we shared a study where we evaluated the performance of different conditioning agents. In the study, we assessed the amplitude of the saccades made for photographs of a volunteer who applied the different formulations on different days.<\/p>\n

Figure 3 shows our two controls: hair in a good condition on the left, and the negative control on the right, where the volunteer rinsed the hair with a solution of sodium lauryl ether sulfate.<\/p>\n

\"Eyetracking
Figure 3. Example of eye-tracking results for controls.<\/figcaption><\/figure>\n

Figure 4 compares two conditioning products; the saccade movement amplitude relates to a lower performance of the conditioning formulation.<\/p>\n

\"Eyetracking
Figure 4. Example of eye-tracking results for test samples.<\/figcaption><\/figure>\n

The electroencephalography (EEG) readings allow us to know how the panelist feels about the stimulus. Figure 5 shows an example of the EEG responses at the moment when the panelist is combing hair strands treated with the different conditioner formulas.<\/p>\n

By evaluating the panelist\u2019s concentration, frustration, interest and\/or boredom, it is possible to determine if the stimulus is producing a positive or negative effect in the panelist. This is an important input to reformulate the product in less time, if necessary.<\/p>\n

The inflection points (points 1 and 2 in the figure) reflect the change of the electric microcaps produced when the panelist is facing the stimulus.<\/p>\n

\"EEG
Figure 5. Example of EEG curve in the combing evaluation.<\/figcaption><\/figure>\n

Conclusion<\/h3>\n

The application of neuroscience techniques in the design stage is important because it helps to make quick decisions about a formulation\u2019s initial performance. This saves time and resources, plus supports the development of more powerful differential claims.<\/p>\n

References<\/h3>\n
    \n
  1. Jim\u00e9nez J. Soft-focus for the selfie-obsessed. Cosmetics & Toiletries Magazine. Vol 132, No 3. March 2017, p 24-36.<\/li>\n
  2. Guzm\u00e1n, M. Applying neuroscience to generating new applications in hair care products. Euro Cosmetics Magazine. Vol 24, November 2016, p 10-14.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    In Part 1 of this article, I explained how neuroscience can play a role in personal care and cosmetic product development \u2013 a process called neuromarketing. Below are some additional examples of applications of this process. 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