MULTISENSORIAL BEAUTY

Research, Development and Innovation, Belcorp Colombia

Sensory evaluation is a fundamental tool in the development of cosmetic products, as it allows for the correlation of the physicochemical properties of formulations with the consumer’s perceived experience. In this context, immersive multisensory studies have emerged as an advanced strategy for investigating the simultaneous interaction of visual, tactile, olfactory, auditory, and even contextual stimuli, and their influence on the perception of cosmetic attributes. Through integrated experimental approaches, these methodologies allow us to understand how sensory integration phenomena modulate product acceptance, perceived efficacy, and preference, providing valuable information for the design of more attractive and differentiated formulations. Next, we will look at some of the most interesting findings in this concept.

Impact of Scent on the Sensory Profile

One of the most interesting developments in cosmetic sensory science in recent years has been the understanding that the perception of a texture does not depend exclusively on the structure of the formulation. Recent research suggests that fragrances can actively modulate how consumers perceive textures, altering organoleptic properties and even emotional well-being during application. A 2026 publication by Manière et al. in the journal Frontiers in Neuroscience evaluated how the so-called “after-feel” of cosmetic formulations modulates brain activity. The study demonstrated that certain emulsifying systems were able to activate regions associated not only with tactile processing but also with reward and emotion networks. The authors suggest that the tactile experience is processed both emotionally and physically. This finding opens a line of research into how fragrances might amplify these same neural pathways during and after topical application.

Another relevant contribution was published by Park et al. in the International Journal of Cosmetic Science in December 2025. In this study, researchers selected fragrances based on their ability to induce alpha wave activation using electroencephalography (EEG). The formulation with a fragrance associated with the greatest relaxation response showed significant improvements in skin elasticity, transepidermal water loss, roughness, and sebum production compared to a fragrance-free control. Although the study focused primarily on physiological skin parameters, it presents a highly relevant concept for cosmetic sensory science: fragrances could function as neuromodulatory ingredients capable of simultaneously influencing emotional state and sensory perception of the product.

In 2025, Qi et al. investigated fragrance preference and emotional value in high-end creams using advanced consumer research methodologies. The authors concluded that emotional responses associated with fragrances more accurately represented the consumer experience than conventional preference tests, reinforcing the importance of emotional sensory design in luxury cosmetics. Beyond formulation, recent research is beginning to explore immersive, multisensory environments for fragrance evaluation. In April 2026, Yu et al. developed a perfume personalization platform based on virtual reality, electroencephalography, and artificial intelligence. Although still an experimental technology, this type of tool could redefine future sensory evaluation methodologies, where fragrance, texture, and emotional response are quantified simultaneously.

Impact of Sound on the Sensory Profile

Although in cosmetics the study of sound does not represent a predominant line of research, it has allowed a closeness to the entire user experience during its application (Deubler et al in the Journal of Sensory Studies, in 2022), since the slight sounds that are made at the time of application (such as those when applying a spray, opening the lid of a container or when applying different creams) affect the perception, quality and effectiveness that a product can have (Andrei de IntechOpen, 2025).

New research related to the sounds of cosmetic products has shown a clear relationship between consumer perception and the sounds they generate, such as that carried out by Wu et al in the Journal of Cosmetic Science (2026) where it is shown that clients of a beauty salon during their rinsing process are able to identify acoustic differences depending on the sound that the foam makes when washing their hair. For this, binaural immersion techniques and psychoacoustic analysis were used to explore the sounds from a washing experience, thus leading to the formation of an acoustic and emotional profile of different shampoos, showing that during the initial part it is associated with a phase of commonly negative arousal, while the continuation of the subsequent experience tends to be more positive and emotional.

Similarly, Romagny et al. in Food Quality and Preference Journal in 2024 reinforce the relevance of sound within the cosmetic experience for sensory evaluations; For this, they evaluated the closing sound of 50 different lipstick samples considering variables of duration, frequency and even the sound impulse, demonstrating that sounds are discriminable and classifiable between products and making specific functional and emotional associations of the defined categories allowing to demonstrate the influence of these on the perception of a product.

Although numerous studies have focused on the intrinsic properties of products, it is also important to consider the influence of contextual factors. Among these, the use of music stands out as a relevant element that contributes to the consumer’s sensory perception in scenarios closer to real-life usage situations. In this regard, Spence and colleagues, in a study published in the journal i-Perception (2026), evaluated the existence of cross-modal correspondences between auditory and olfactory stimuli. To do so, they conducted various psychophysical studies aimed at identifying associations between specific aroma characteristics and musical parameters, such as timbre, intensity, and tempo. Simultaneously, they developed musical improvisations in response to olfactory stimuli, with the goal of identifying shared patterns between both sensory systems.

This article demonstrates that aromas classified as fresh, citrus, and fruity tend to be associated with high-pitched sounds, while low-pitched and more complex sounds are linked to warm, woody, or spicy notes. These findings allow for a better understanding of the overall consumer experience by creating coherent and memorable auditory experiences, especially in the field of fragrance marketing. It is worth noting that this is not the only study that highlights the role of sound as an emotional trigger within the sensory experience. Research conducted by Mauricio Guzmán for IFSCC Magazine in 2024 shows that auditory stimuli can modify the perception of sensory attributes such as freshness, smoothness, and acceptability. Furthermore, his results suggest that incorporating these types of stimuli into sensory tests fosters the creation of more realistic environments, aligned with consumers’ everyday behavior. Taken together, these contributions drive the design of more comprehensive multisensory experiences.

Impact of Images on the Sensory Profile

Sensory evaluation has undergone a significant transformation due to the new technologies developed in recent years. This is particularly evident in the role of images, which play a crucial part in the sensory evaluation of products, whether in food or cosmetics. Recent research has demonstrated how viewing an image of a product before using it alters perceptions, such as its brightness, color, apparent texture, packaging, and other factors.

The article “Aesthetic Persuasion: How Artistic Packaging and Visual Storytelling Drive Cosmetic Brand Choices,” published in 2025 in the International Journal of Art and Design, presents research analyzing how artistic packaging and visual storytelling influence consumer persuasion when choosing cosmetic products or brands. The study aims to engage the buyer on both a sensory and emotional level. To this end, it employs the Theory of Planned Behavior (TPB), which predicts behavior based on three factors: attitude, subjective norm, and perceived behavioral control. This theory was adapted to the analysis, demonstrating that packaging alone can influence these three components, modifying the consumer’s sensory experience and, consequently, increasing or decreasing their purchase intention.

Although images are a significant differentiating factor in the choice of cosmetic products, they can also create long-term problems. This is evidenced in the article “Exploring the Multisensory Attractiveness of Cosmetic Packaging: A Study of Visual and Tactile Design Elements and Attractiveness Factors,” published by MDPI in 2024, which analyzes a growing problem in e-commerce: the increase in product returns due to discrepancies between the actual appearance and digital images. To address this phenomenon, the authors used the Miryoku method and the evaluation grid method, identifying that, while the visual component is crucial in the initial selection, more experienced consumers do not rely solely on virtual representations but also significantly value the tactile component. However, the study aligns with previous research in indicating that younger consumers tend to be guided primarily by packaging, showing a preference for designs that evoke the style of fashion boutiques, as well as literary, minimalist, accessible, and distinctive designs.

Immersive multisensory studies show that cosmetic perception depends on the integration of stimuli that extend beyond the formulation itself. This perspective allows for the design of products with more memorable and meaningful experiences. As Jean-Claude Ellena noted, “Perfume is a form of silent communication”; similarly, cosmetics communicate sensations through multiple senses and drive innovation.