The application of cosmetic products creates a multisensory experience that can influence subjective and neurophysiological responses. This study explores differences between hand versus face applications. Thirty women participated in an experimental session combining subjective measures (questionnaires on valence, arousal, and product appreciation) and functional near-infrared spectroscopy (fNIRS), following application of either a serum or a no-product control to each area.
Results show that when the serum is applied, there is no consistent difference between hand and face applications, either subjectively (valence, arousal, liking) or in terms of brain activity (prefrontal asymmetry measured by fNIRS). However, equivalence between application sites could not be formally established based on the present analyses. Conversely, in the absence of product, hand application is perceived as more pleasant than facial application.
The presence of the serum was associated with more positive subjective evaluations and a more relaxed state, although this effect cannot be dissociated from differences in sensory properties such as fragrance, texture, or lubrication. These findings suggest that, within the limits of this exploratory study, no clear difference was detected between hand and face application under serum conditions in the present sample. Further research using more controlled designs and appropriate sensory controls is required before drawing any conclusions about the comparability of hand and face application for affective research purposes.
No external funding was received for this study. The study was conducted using internal institutional and company resources from the participating research institutions and CHANEL Fragrance & Beauty Research & Innovation. Innovation Research & Development Chanel Fragrances & Beauty, Pantin, France Audrey Diwoux, Marie-Héloïse Bardel & Youcef Ben Khalifa Université Marie et Louis Pasteur, Inserm, UMR 1322 LINC, Besançon, France Audrey Diwoux, Guillaume Tardy, Damien Gabriel & Pierre-Edouard Billot Centre d’Investigation Clinique, CHU, Inserm, Besançon, CIC 1431, France Plateforme de Neuroimagerie Fonctionnelle et Neuromodulation Neuraxess, Besançon, France IT&M Stats, Boulogne-Billancourt, France 8 rue du Cheval Blanc, Pantin Cedex, 40045, 93694, CS, France Several authors are employees of CHANEL Fragrance & Beauty Research & Innovation.
The cosmetic serum evaluated in this study was provided by CHANEL.CHANEL participated in the study design and provided logistical and material support for the research. Data collection, statistical analyses, interpretation of the results, and manuscript preparation were conducted collaboratively by te academic and industrial authors.The authors declare that all analyses and interpretations were performed in accordance with scientific and ethical standards. Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
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