Journal of Applied Cosmetology

Exploring the Impact of Neuromarketing on Consumer Behavior in the Cosmetics Industry

Blerta Pajaziti — 2026-03-06

This study examines the impact of neuromarketing strategies on consumer behaviour in the cosmetic industry, focusing on age- and gender-based differences in responses to marketing stimuli. Employing a mixed-methods approach, the research combines quantitative analysis through Structural Equation Modelling (SEM) with qualitative insights from survey data. The findings reveal that neuromarketing significantly influences consumer behaviour by eliciting cognitive and emotional responses. Younger consumers, especially Millennials and Gen Z, respond positively to sustainability, inclusivity, and emotional messaging, while older consumers prioritize product efficacy and long-term benefits. Gender differences are evident, with women favoring emotional narratives and men being more influenced by practical and functional appeals. This research highlights the growing importance of neuromarketing in designing effective and ethical marketing strategies, offering valuable insights for both academic and industry applications in the rapidly evolving beauty market.

Perceptual qualities of Physiorelax® CBD cream compared to three other topical cannabidiol creams for musculoskeletal health care: an organoleptic approach by an expert panel

Jordi Bertrán Novella — 2026-04-07

Products with CBD are gaining ground in the cosmetic and massage cream market. However, the growing trend towards natural and effective pain relief and CBD-containing creams underscores the importance of making a well-informed product choice. By examining the organoleptic properties of these creams, we can obtain valuable insights into their performance and acceptance, contributing to a more informed market. To investigate the sensory profile of Physiorelax® CBD compared to three other CBD-infused topical massage creams, all aimed at providing natural relief for muscle and joint pain. An initial group of 20 panellists trained in sensory panel methodology since 2018 was convened to evaluate the four products. The presentation of the creams was randomised and blinded. Organoleptic characteristics were assessed using quantitative scores. The four creams exhibited a comparable sensory profile overall, with Physiorelax® CBD standing out in certain aspects related to appearance and pick-up characteristics. Physiorelax® CBD showed higher scores compared to Fisiocrem® Cannabis in integrity of shape (*P=0.006; *P=0.003 after 10 seconds), firmness (*P=0.006), and stickiness (*P=0.033). It also differs in initial glossiness (in terms of visible shine observed in the cream before application) compared to Cannaben® (*P=0.005), Alivium® CBD (*P<0.005), and Fisiocrem® Cannabis (*P=0.02), with a median of 70 (Alivium® CBD median of 50; Cannaben® and Fisiocrem® Cannabis median of 75). Physiorelax® CBD excels in some sensory characteristics of application compared to the other topical products tested. With a 1% CBD concentration and a blend of anti-inflammatory and analgesic natural ingredients, Physiorelax® CBD stands out as a strong option from a sensory and formulation perspective, showing properties that may be of interest for topical musculoskeletal products. However, no conclusions on clinical effectiveness can be inferred from this study.

BEFly Vector Lift: A Vector-Guided Multilayer Facial Volumization Technique Using PEGDE-Cross-Linked Hyaluronic Acid Fillers – A Case Report

Viviane Rabelo — 2026-05-11

Facial aging involves bone resorption, fat compartment deflation, ligament laxity, and soft-tissue biomechanical changes. Conventional hyaluronic acid (HA) filler techniques may not address these changes comprehensively and can risk overcorrection or impaired facial dynamics. Vector-based injection approaches have therefore gained interest, though standardized protocols remain limited. To describe the BEFly Vector Lift, a vector-guided, multilayer facial volumization technique using two PEGDE-cross-linked HA fillers, and to report short-term clinical outcomes in a single patient. A 47-year-old female patient (Fitzpatrick skin type IV) with mild-to-moderate mid- and lower-face volume loss was treated in a single session. Deep juxta-osseous support was performed using a high-density PEGDE-HA filler (28 mg/mL, 2 mL total), followed by subcutaneous volumization using a CaHA-enriched PEGDE-HA filler (26 mg/mL, 3 mL total). Outcomes were assessed using static and dynamic clinical photography, patient-reported satisfaction, and safety monitoring over 30 days. No validated outcome scales were used. At 30-day follow-up, contour improvement was noted in the malar, mandibular, and mentonian regions on photographic comparison. Facial expressiveness appeared preserved. Treatment was well tolerated; adverse events were limited to mild transient edema. In this single case, the BEFly Vector Lift produced short-term contour improvement with preserved expressiveness and acceptable tolerability. The findings are preliminary and based on qualitative assessment. Studies with validated outcome measures, longer follow-up, and larger cohorts are needed.

Non-Crosslinked Hyaluronic Acid Intralesional Therapy for Post-Mastectomy Scar Retraction and Pain: A Case Report

Luciano Lanfranchi — 2026-05-11

Scars following mastectomy can lead to chronic pain, restricted mobility, and psychological distress. Intralesional injections with non-crosslinked hyaluronic acid (HA) may offer a minimally invasive solution to improve scar quality and function. A 56-year-old woman presented with a painful, retractile scar after right mastectomy with intraoperative radiotherapy. She experienced movement limitation and was considered a candidate for lipofilling. Two intralesional treatments were performed with Neauvia Hydro Deluxe (non-crosslinked HA + 0.01% CaHA). The patient reported improved tissue pliability, reduced pain, and enhanced mobility. Objective findings included improvements in the POSAS and reductions in pigmentation, vascularity, and scar thickness. The Global Aesthetic Improvement Scale (GAIS) rated the result as “very much improved.” This case highlights the potential of non-crosslinked HA for improving scar quality and reducing pain post-mastectomy, providing an alternative or adjunct to surgical revision.