JOURNAL OF COSMETIC SCIENCE 172 left are samples CE1, CE4, and CE6, characterized in terms of “nourishing,” “softening,” “fresh,” “moisturizing,” “delicious smell,” “natural,” “use on body,” and “night time use.” Fragrance E4 was selected for the further development of a cosmetic cream as it had the highest overall liking scores among respondents of the two clusters and was signifi cantly associated with “nourishing,” “moisturizing,” “softening,” “delicious smell,” and “mild smell,” as well as considered a suitable fragrance for face and body creams, and associated with a “natural” image. CONCLUSIONS Use of “CATA” questions allowed the identifi cation of different perceptions of six fra- grances among consumers. The results provided an insight into consumers’ perceptions of different aspects of creams associated with their fragrances, including their possible effects on the skin, affective associations, zone of application, and target market. The selection of a suitable fragrance can contribute to reinforcing product image, and the use of CATA questions enables the rapid identifi cation of associations made by consumers with a cream’s fragrance, as well as providing useful insight on possible marketing and communication strategies. ACKNOWLEDGMENT We thank Lariales S.A. for advice on selecting the fragrant essences used in this study. Figure 2. Correspondence analysis plot for CATA terms associated with the different types of fragrance by Cluster 2 respondents.

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