Measuring emotions in skincare: exploring the hand as a model for facial application

The application of cosmetic products creates a multisensory experience that can influence subjective and neurophysiological responses. This study explores differences between hand versus face applications. Thirty women participated in an experimental session combining subjective measures (questionnaires on valence, arousal, and product appreciation) and functional near-infrared spectroscopy (fNIRS), following application of either a serum or a no-product control to each area. Results show that when the serum is applied, there is no consistent difference between hand and face applications, either subjectively (valence, arousal, liking) or in terms of brain activity (prefrontal asymmetry measured by fNIRS). However, equivalence between application sites could not be formally established based on the present analyses. Conversely, in the absence of product, hand application is perceived as more pleasant than facial application. The presence of the serum was associated with more positive subjective evaluations and a more relaxed state, although this effect cannot be dissociated from differences in sensory properties such as fragrance, texture, or lubrication. These findings suggest that, within the limits of this exploratory study, no clear difference was detected between hand and face application under serum conditions in the present sample. Further research using more controlled designs and appropriate sensory controls is required before drawing any conclusions about the comparability of hand and face application for affective research purposes.