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

i'SYCHOSENSORY REACTIONS AND PRODUCT DEVELOPMENT 889 Table III Me-Sensational Shampoo Sensory Reactions Sense Product Process Result Vision Opaque Copious, rich, pink foam Wet White to pink Foams rapidly Shiny Rich cream Clean hair and scalp Two-compartment Rinses easily Dry Shiny Clean No flyaway Odor-taste Pleasant vanilla aroma Pleasant, light vanilla aroma Wet and Dry Pleasant taste Light, pleasant taste Pleasant, faint, dean aroma Taste--nil Feel Wet Wet, creamy foam Wet Creamy No sting Smooth No sting Hot to warm Cool Cold to hot Easy distribution and rinsing Excellent combing Dry Conditioned Excellent combing Sound Dispenses with soft Nil Nil purr fatal negatives is much more difficult and indeed frequently impossible if the scientist fails to carry out a critical sensory evaluation. "Me-Sensational" Shampoo This aerosol shampoo is consciously designed so it is devoid of fatal negatives and rich in desirable, positive sensory properties. The development of this product is technically feasible but admittedly it is a difficult assignment. Here is a product, as shown in Table III, that visually is white and opaque. When it is dispensed, it turns pink before the user's eyes. It becomes a rich pink cream. This product is packaged in a two-compartment system. Under process conditions, this shampoo product is so good that only one application is necessary during which a copious, rich, pink foam forms rapidly. The product rinses easily and cleanly from the hair. On a wet result basis, one sees shiny, clean hair and scalp. The dry result is similar. However, note that a conditioning effect has been delivered. There is no flyaway problem on combing or brushing. No squeaky clean hair. From an odor-taste standpoint, a pleasant aroma and taste associa-