Saturday, May 23, 2009

Application: The psycological war won and lost and won in an instant

Application is the first presentation of the lotion. When the intended recipient looks at the masterpiece for the first time, they use preconceived ideas as to how it should feel. This preconception is totally in the hands of the consumer. When the properties or the intended look run astray, the impact on how the user feels about the overall value of the lotion can also be affected and effected. Application is not only visual but it is in the preconceived physiological value of the product.

Some companies use this initial physiological impression as a way to niche their products. Take for instance Daily lotion. When you look at the product in the bottle you will notice that it has a shine. This wet look to is signify to your subconscious that this is a moisturizing product. Water glistens, and therefore this glistening means that this product is good for a wet moisturizing feel. Instantaneously, without even thinking, you have given yourself an opinion about something you haven't even touched.

Another example of this is body butter. Just by saying "butter" you instantly have an idea of what this should feel like without an example. Instantly, the mind goes for a heavy thick paste like solid in your head. The mind furthers this concept to say that this is a dry somewhat unyielding spread that covers and coats. An instant physiological reaction as to how your idea should feel.

Psychologically speaking not all precepts are helpful in intended use. Soaps and cleansers are one type product category that have suffered greatly by physiological impression. The true cleaning power of a soap is directly related to its surfactantcy. However the perception is that the more a product foams the better it is at cleaning. These concepts may seem to be the same but they are a constant struggle for the modern formulator. I once created a cleanser that would cleanse black heads and makeup off the face without harming the nourishing oils within the skin. I went to marketing and they loved how it worked, however they hated how it the application wouldn't foam. When I added foaming agents to the wash, the ability for the product to clean like before had become extremely limited, thusly losing the function for foam.

Application is the psychological feel. It hits upon what is known as the sixth sense in formulating. A sense that carries over well into the final phases of lotions, cleanser, or any bath and body products.

Next week: Breaking The E! A tragedy with a sweet outcome.

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