Sensory stimuli surround us daily. When I went to the basement of a department store, the so-called “DEPACHIKA,” I saw various types of food sold there. A bakery showcased sweetened breads from a glass window. I saw fluffy melon bread covered with crispy biscuits with a lattice pattern on the surface lined up in one corner. When I walked a little farther, the croissant’s savory aroma wafted allured me. Appearance and smells are sensory cues to attract customers.
Cosmetics at the shop allure us with their appearance. When I moved to the department store’s first floor, I saw several corner displays of cosmetic brands. Each corner displays iconic products, alluring women interested in cosmetics.
Sensory Journey of Skincare
Like food, cosmetics offer a sensorial experience to consumers who use skincare daily. Combinations of skincare products provide haptic experiences that are just as satisfying as food ones. Japanese women, for example, use multiple products to keep their skin healthy and supple. They use facial cleansers, soap, and cosmetic water in the morning to moisturize their skin. Then, they apply the milky lotion to smooth their skin before makeup. In the evening, facial cream and serum are used to revitalize the skin while sleeping. Some women use facial masks and steamers for further care.
Each product also has multiple sensory cues. The sensory cues start when consumers pick up the packages. When a consumer picks up a bottle of lotion, she tilts the container to dispense the lotion from the container on her palm. Then she puts the lotion over her cheek, rubbing it over the cheek. The consumer can smell the fragrance while applying the lotion to the skin.
Using multiple products in a skincare routine provides good facial care and makes the skin comfortable. For example, cosmetic water moisturizes the skin to prevent dryness after cleansing, while milky lotion soothes and softens it. The pleasant haptic experiences in the skincare routine make it feel like they are taking good care of their skin.
Overlook Sensory Cues in Automated Habits
Consumers pay little attention to sensory cues of daily life. Even when consumers feel WOW with their daily products, they feel nothing unique about the products they consume or use. For example, once the consumer gets accustomed to milky lotion, she feels nothing special about using the same product daily. The application process is the same, and the product’s texture and skin feel are the same.
Research Challenge
Marketing researchers and sensory specialists find it challenging to gain insight into products they use regularly. When we ask what they feel about the products they use daily, some consumers cannot describe what they feel. Sometimes, they say I like it or enjoy it without describing their feelings. It is not the consumers’ fault that they cannot tell the products they use daily. Their automated daily routine—using skincare products habitually—is the reason.
One way the researchers can unearth consumers’ sensory cues is by letting them try various products and making them describe what they usually use objectively. This could help consumers re-discover their sensory experience of products they use daily.
Once we capture the consumers’ detailed sensory experiences, we may be fascinated by how rich their daily experiences are.