Cosmetic Products: Science and Senses

Modern cosmetics are associated with beauty and well-being. Beauty has been appreciated since the beginning of civilization, and the development of cosmetics has progressed with human history, drawing on both scientific and cultural evolution. The cosmetic sector is highly competitive and industries related to this area have, more than ever, the challenge of expanding the market through innovation. Integral to the development of better cosmetic products is the ability to quantify the interaction with the senses when a consumer is faced with a set of stimuli produced by a cosmetic product. Marketing of cosmetic products became more sophisticated with the introduction of new technologies from mass-produced print magazines, to television and the Internet with its highly effective social media and sales platforms. Neuroscience is essential to understand the different physiological reactions that occur when there is exposure to brands, products and advertising. The chapter also presents an overview of the key concepts discussed in this book.