Neurophysiological approaches to exploring emotional responses to cosmetics: a systematic review of the literature.

Introduction: This systematic review explores the use of neurophysiological measurements to study emotional responses to cosmetic products. The aim is to evaluate existing literature on these measurements in cosmetics, identify the main findings, highlight methodological challenges, and propose new guidelines for future research. Method: A systematic search focusing on neurophysiological measures to determine emotions induced by different cosmetic products was carried out in accordance with PRISMA guidelines. Results: A total of 33 articles identified with the EBSCO database met the inclusion criteria. In all, 10 different measurement tools were used in these articles to assess the emotional effects of cosmetic products. Discussion: This review emphasizes the complexity of interactions between cosmetics and emotional responses. It underscores the importance of future research with a more holistic approach that couples several physiological measurements. Among them, electrophysiological brain activity shows potential for enhancing understanding of emotional responses related to cosmetic products. Frontal asymmetry, particularly in the alpha frequency band, was often use and frequently linked to positive emotional states, although conflicting evidence exists. Additionally, cardiac activity, specifically the LF/HF ratio, emerges as a promising marker for differentiating between different cosmetic products. However, methodological heterogeneity, present challenges for replicability, generalizability, and complicate data interpretation.