Crossmodal Interactions Between Olfaction and Touch Affecting Well-Being and Perception of Cosmetic Creams.

In the present series of studies, we investigated crossmodal perception of odor and texture. In four studies, participants tried two textures of face creams, one high viscosity (HV) and one low viscosity (LV), each with one of three levels of added odor (standard level, half of standard, or base [no added odor]), and then reported their levels of well-being. They also reported their perceptions of the face creams, including liking (global liking of the product, liking of its texture) and "objective" evaluations on just about right (JAR) scales (texture and visual appearance evaluations). In Study 1, women in France tried the creams on their hands, as they would when testing them in a store, and in Study 2, a second group of French women tried the creams on their faces, as they would at home. In Studies 3 and 4, these same two procedures were repeated in China. Results showed that both odor and texture had effects on well-being, liking, and JAR ratings, including interaction effects. Though effects varied by country and context (hand or face), the addition of odor to the creams generally increased reports of well-being, global liking and texture liking, in some cases affecting the "objective" evaluations of texture. This is one of the first investigations of crossmodal olfactory and tactile perception's impacts on well-being, and it reinforces previous literature showing the importance of olfaction on well-being.