Proposal for Molecular Affective Engineering

- Towards Innovation in Cosmetic Development -

抄録

In the field of cosmetic development we have put our efforts mainly on Consumer interview and understanding of physical properties of products, to repeatedly obtain Consumer’s purchase intent. However, we have recognized that the methodology contributes to confirmation of product benefit and to formulas screening, but it does not necessarily bring product innovation. Delivering innovation in cosmetic development requires more in-depth understanding of in-use performance of products at molecular level or from the chemical point of view. This paper proposes a new approach of “Molecular Affective Engineering” which measures in-use product performance from macroscopic to microscopic levels in different order of magnitude, to sharply identify key elements to impact on an affective mind.