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

888 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS Table II Me-Dead Shampoo Sensory Reactions Sense Product Process Result Vision Watery 1. Drippy Wet and Dry Colorless Runny Inflammation Dark ppt. Poor foam Dandruff Glass bottle 2. Drippy No luster Runny Poor foam Odor-Taste Odor Odor Odor Heavy Heavy Wet and Dry Gamy Gamy Lingering Decayed Decayed Gamy Taste Taste Decayed Unpleasant Unpleasant Taste Feel Wet Poor distribution Sticky Nonlubrous Slight burning Burning Cold Rinsing difficult Sound Nil Nil Unpleasant Wet Sticky Tangled Smarting Dry Coated Snarled Combs hard Smarting Dry Raspy sound on combing ethanol. From a process standpoint, this product distributes poorly. It has little lubricity, gives rise to burning, and rinses out with great difficulty. The results are what you may imagine: sticky, tangled wet hair with smarting of the scalp. On a dry basis the coated hair is still snarled and combs with difficulty. The scalp reactions persist. Finally, the sound effect associated with the result is one of raspiness on combing the hair. No symphony here. This "Me-dead" product was beaten to death with fatal sensory properties. Even a few of these could destroy the acceptability of the shampoo from a consumer reaction standpoint. The development programs necessary to make this product acceptable would pose a real challenge. The repetitive cycle implications are obvious. Obviously, no cosmetic scientist in his right mind would recommend this product for a practical evaluation. It is easy to recognize some- thing that is all bad from a sensory standpoint. Discernment of a few