ABSTRACT
The use of coloring agents for decorative purposes is one of the earliest cultural accomplishments of humankind. Even in prehistoric times, colorants could be found not only for art-the famous cave paintings in southern Europe, for example-but also especially for body painting, tattooing, or, to use the modern phrase, for decorative cosmetics. Although there were several historical periods in which those who wore cosmetics were scorned or condemned, its use has nevertheless remained a constant among cultures throughout history. In more recent times, decorative cosmetics have been joined by other cosmetic products whose colors are not intended to conceal or change the appearance of something; instead, these colorants must conform to the statement that a given product makes about itself. While it is true that many first-time purchases are heavily influenced by the way the consumer feels about the color of the product and the attractiveness of its packaging, we nevertheless have some very definite associations between certain products and the colors they should have. Blue would certainly be inappropriate for a soap perfumed with sandalwood; the only color that would do for a pine-scented bubble bath is green; and it is logical to give citrus scents psychological reinforcement by coloring them yellow or yellow-green.
