Abstract:

To thoroughly investigate the preferred characteristics of sensitive skin-friendly facial cream, a consumer study was conducted on five popularly marketed creams designed specifically for sensitive skin. The research applied several consumer study methods, including a 9-point hedonic scale, rate-all-that-apply （RATA）, and ideal profile method （IPM）. These tools were utilized to explore aspects such as product appeal, ideal product profiles, product features, and emotional associations, allowing for a comprehensive analysis of the tested products across multiple dimensions. Findings indicate that selecting appropriate consumer survey methods in alignment with the study’s objectives, combined with the application of various techniques, can yield a more complete development strategy for sensitive skin creams. Additionally, compared to traditional consumer preference studies, evaluations focusing on product concepts and emotional associations have shown significant value in consumer decision-making processes.

Key words: sensitive skin-friendly creams, consumer preference, Ideal profile method （IPM）, Rate-all-that-apply （RATA）, emotional skin care