During the visit, Chanel also showcased its collaboration with the University of Besançon, which developed a tool to measure emotions through the evolution of electroencephalogram technology. Beauty enthusiasts understand the relationship between emotion and make‐up or skincare very well—for instance, that feeling of joy and satisfaction when one comes in contact with their favourite cream, which not only feels luscious, but also smells enticing.
This tool makes it possible to analyse, via brain mapping, which areas of the brain are activated when we experience different emotions, as well as study the brain waves that are characteristic of certain emotions. As part of the programme, a live demonstration was conducted to show how this works and it was a captivating insight into the way people immediately respond to beauty products once applied, whether it is a rich moisturiser or a buttery smooth lipstick.
The formulators at Chanel’s laboratories work closely with its Sensory Evaluation Laboratory to determine the sensory profile of each formula according to multiple characteristics: the sensation in the hand, the fluidity and consistency of the texture, its glide aspect and its absorption speed upon application, as well as the feeling of hydration post‐application. These criteria are then tested directly by a panel of women in the Sensory Evaluation Laboratory, where objective measurements are carried out following precise protocols that allow reproducible results to be obtained over time. Thanks to a statistical analysis, the resulting sensory profiles make it possible to identify and understand the differences and/or similarities between two formulas, to select the one that corresponds to the expected sensorial experience. Chanel’s research team thus actively translates these emotions felt at the sight or application of the product, and their intensity.
