ABSTRACT
The main objective of new product development is to design products that will satisfy (e.g., exceed expectations) a targeted group of consumers while making a profit for the company. With such a consumer-oriented business objective, one would think that chemists, formulators, and engineers are in constant dialogue with the targeted consumers throughout the product development process [1]. Who better than your end user to help you design a better product and hit the target more frequently? In practice, however, the consumer is more often used to confirm the acceptability of the new cosmetic product than to facilitate the evolution of its design.
