The cross-modal effect of fragrance in shampoo: Modifying the perceived feel of both product and hair during and after washing

An exploratory study is reported in which the cross-modal interactions of odour and touch were investigated. The objective was to investigate whether fragrance modifies reported textural characteristics of a shampoo product and of hair during and after washing. This involved three stages: firstly, establishing a texture vocabulary derived from consumer descriptions; secondly, using the established vocabulary to investigate whether consumers reported measurable differences in the texture of shampoo and of their hair during the use of identical shampoos containing different fragrances (this stage used a wide range of fragrance types). The third stage was a repetition of the second stage using fragrances more similar in odour type.The experimental work presented supports the principle that different odours can differentially affect the perception of texture characteristics of a product and also of the substrate on which it is used (in this case hair). It confirms the cross-modal effect of odour on touch perceptions.