Women anticipate a rush of anticipation and optimism as they prepare to apply make-up, according to brain function research by Japanese scientists.
The findings are the result of more than two years of research by cosmetics giant Kanebo but came as a surprise to the team, headed by brain scientist Dr Ken Mogi. The researchers had expected to find that women experience positive emotions after they had applied the make-up.
The company's "Cosmetics, Beauty and Brain Science" project determined that there are distinct cognitive activities involved in a woman's perception of her face with and without make-up.
Using a brain scanner, the scientists were able to monitor activity in the caudate nucleus of the brain and confirm that when a woman sees her own face without make-up, she anticipates how she will eventually appear to others and a "reward system" is activated, releasing dopamine to give sensations of pleasure.
"We know from previous research that when this area of the brain is activated we can derive pleasure from certain activities," said Keishi Saruwatari, of Kanebo's laboratories. "We interpret that as meaning that when a woman looks at her face she is imagining how she will look when she has applied her make-up.
"There is a mixture of expectation, encouragement and ambition," he said. "Make-up contributes to building relationships with others and feelings of pleasure in women."
The research focused on female responses, but the team believes similar feelings may be at work when a man shaves or puts on cologne of a morning.
"We can now not only put a functional value on a product now, but also measure the emotional appeal," said scientist Yasuhiko Tanaka. "By using quantifiable research, we will be able to strengthen the emotional value of a product and enable us to develop more appealing versions."
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