Conditioned response: Fragrance's cross-modal effect on sensory perception in hair care

The cross-modal associations between olfaction and tactile perception are of a particular relevance to cosmetic products whose functions often include the improved sensorial experience of skin and hair. In relation to that, a ‘halo’ effect, defined as a failure to discriminate between potentially independent attributes (i.e. odour and conditioning effect) is likely to impact on the perception of product efficacy. The aim of this study was to assess the cross-modal and halo effects of two distinct fragrance categories - fruity (F) and green (G) - on the performance of a leave-in hair conditioner, made in two versions: with and without a lubricating polymer. Sensory evaluation, including discrimination, attribute and preference tests were carried out by 21 trained panelists, while instrumental evaluation was performed using a hair combing rig attached to a texture analyser TA XT Plus Texture (Stable Microsystems, UK).