EmoThink™: AI at the service of the emotional measurement for cosmetic products
In the evolving landscape of cosmetic science, understanding how consumers feel about a product is just as critical as demonstrating its clinical efficacy. EmoThink™ is a cutting-edge EEG-based method to quantify emotional and cognitive responses to cosmetic products, objectively, and in real time.
Using the Muse wearable EEG headband, EmoThink™™ captures brainwave activity from four frontal electrodes. While the device does not resolve event-related potentials, it delivers robust data on alpha and beta oscillations, key markers of relaxation and activation.
The EmoThink™ algorithm interprets this brain activity into seven neurocognitive scores:
- Liking,
- Wanting,
- Focus,
- Mindfulness,
- Relax,
- Boredom,
- Stress/Reject.
These dimensions, grounded in neuroscientific research, provide a bi-dimensional mapping of emotional valence and arousal, offering rich insights into consumer engagement, satisfaction, and even subconscious rejection.
From assessing the calming effect of a cosmetic to the impact of packaging, EmoThink™ empowers R&D and marketing teams to bridge emotional with product development, turning subjective impressions into measurable, reproducible data.
This novel approach goes beyond traditional sensory testing, opening a new frontier in product differentiation and consumer-centred innovation.