“We’ve done research over the years on [the attributes of] topical products including skin creams, moisturizers, roll-ons and spray-on body products; … [for example], the feel of a cream or shampoo, or whether it makes a consumer’s hair feel soft, shiny or not sticky,” says Charles Spence, Ph. D., of the University of Oxford.
“These are attributes the consumer enjoys or appreciates, and it leads them to buy one product over another. Yet, while the consumer will think of [these traits individually], as feeling the softness of hair or smoothness of skin, our research has shown that none of our experiences is just unisensory.”
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