886 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS Table I Me-Too Shampoo Sensory Reactions Sense Product Process Result Vision Viscous 1. Thin Wet Amber Unstable Shiny Transparent liquid Foams slowly Clean hair and scalp Glass bottle 2. Rich lather Dry Foams and rinses rapidly Lustrous dean hair Odor-taste Feel Pleasant Pleasant Floral aroma Light floral aroma Taste--nil Taste--nil Wet Lubrous No sting or burn Tepid Wet Lubrous Smooth No sting Tepid Easy distribution and rinsing Sound Nil Nil and scalp Flyaway Wet and dry Pleasant Faint clean aroma Taste--nil Wet Slippery Cool Hard to comb Dry Slick Untangled Squeaky two observations are outlined because the established use pattern involves two applications of shampoo to a head of hair. In the first step of the process a thin unstable foam develops slowly as the hair is manipulated. After rinsing, a second application of the product generates a rich lather, lots of foam, and with rinsing this foam dis- appears. Under results, we also have two opportunities to react vi- sually. One is while the hair is in a wet state and the second when the hair is dry. Wet, the common observations with a "Me-too" shampoo are that the hair is shiny and clean and so is the scalp. The all too common flyaway hair problem is detected during the dry combing and brushing operation. Next, odor-taste is considered as far as sensory impressions go. These two senses are lumped together because they do indeed comple- ment one another. Under product, we have in the "Me-too" composi- tion the usual pleasant floral fragrance. Its intensity is light and no taste association develops. During the process step, substantially the same sensations are experienced as with the product. Finally, on a result basis, wet and dry, a pleasant, faint aroma remains.

PSYCHOSENSORY REACTIONS AND PRODUCT DEVELOPMENT 887 Then, the sense of feel comes into play when the product is poured into the hand: this product feels wet and lubrous. There are no irritation effects. Typically, a tepid heat sensation is felt. During the process steps, wetness and lubricity are again experienced. There is still no discomfort from a skin reaction standpoint. The tepid heat sensation turns to cool as the diluted preparation is distributed through the hair. On a wet basis, the result is slippery, cool, hard-to-comb hair. On a dry basis, the hair feels slick and untangled. If manipu- lated, both wet and dry hair can give rise to vibrations and fleeting scalp pain sensations. Sound is not commonly associated with cosmetic sensory evaluations. But, with hair that is left very clean, the descriptive phrase "squeaky clean" is heard repeatedly and indeed there is a squeaky sound as the hair is manipulated. One scientist has observed that 100,000 squeaky clean tweeter strings on a head can turn into quite a symphony! Summing up Table I, the sensory reaction analysis for the "Me-too" shampoo is one lacking in excitement or novelty. It provides nothing for the consumer in the way of new sensory experiences. With this product development, or duplication, however, the repetitive cycle problems should be minimal. "Me-Dead" Shampoo The second shampoo is called "Me-dead" and the reason for this name will become obvious. The sensory properties of this product have been deliberately exaggerated. It is loaded with fatal negatives. On a visual basis in Table II, this product as viewed in the glass bottle is obviously unstable. A dark precipitate has formed. During the process steps, a drippy, runny, poorly foaming treatment is seen. On a result basis, both wet and dry, inflammation of the scalp can be seen. Dandruff scales that have not been removed are also evident. The hair is left without luster because the fibers are coated. From an odor-taste standpoint this product has a heavy, gamy, decayed protein smell. The product is probably contaminated with pseudomonas. The odor is so high that an unpleasant taste association is experienced. The same observations may be applied to the process steps. From a result standpoint, there remains a lingering, obnoxious odor with an unpleasant taste association. Based on the sense of feel, this product is wet and sticky it induces slight burning on the skin yet it feels cold. The pr9d•lcl contains