Odor and color of cosmetic products: correlations between subjective judgement and autonomous nervous system response

The color and odor of cosmetics have been shown to be crucial for affective states and able to influence autonomic responses. We report an original procedure to measure the effect on subjects of the color and odor of cosmetic products, and to quantify the correlation between objective (psychophysiological recording) and subjective (psychophysics) responses. Several cosmetic products (lipsticks and nail varnishes) of different colors (white, brown, red, orange, and pink) and odors (two per product) were presented. In a first step, autonomous parameters (skin conductance (SC) and heart rate (HR)) were recorded, and in the second step, subjects rated their sensations on subjective scales (overall appreciation, pleasantness, and emotional arousal). Results indicated that certain color and odor additives in cosmetics act on relaxation, excitation, perceived pleasantness, and emotional arousal. It was also found that certain colors, perceived as pleasant, decreased HR, and that the perception of an 'arousing' perfume significantly increased SC.