Cosmetics, Beauty and Brain Science

Japanese Cosmetics mega brand Kanebo conducted a research on what goes through a women’s mind when she applies make-up.

Using brain scanning equipment, the scientists were surprised to discover that women experience a wave of euphoria and optimism as they prepare for their make-up routine, confounding the commonly held belief that positive feelings would be experienced after the make-up is applied.
The research, which was carried out by a team of scientists headed by Dr. Ken Mogi at Kanebo’s research and development laboratories in Tokyo, aimed to determine the distinct cognitive activities involved in how a woman perceives herself with and without make-up. The work is important to manufacturers and marketers of color cosmetic products, because it helps explain the exact reasons why women wear make-up and how it makes them feel better about themselves.

The scientists believe that the positive feelings are bought on by the thought of how the appearance might be improved by the make-up application process, transforming the individuals' self image and perception for the better, albeit temporarily.
The team of scientists believe that these type of feelings are experienced during many different beauty routines, including men’s grooming tasks such as shaving and applying cologne.
Ultimately the scientisits believe the data that they have uncovered holds the key to developing cosmetics and personal care products with enhanced emotional values to add appeal for consumers.

Snippets from the article By Simon Pitman