These claims were gleaned from the advertising pages of Mimbella and Ladies 'Home Journal. At first glance the language usage suggests hype and the advertiser's cleverness at hooking the consumer; however, closer inspection of the wordsmithing reveals terminology chosen to state a claim or reveal a truth about the sensory properties of the mascara, hair colorant, creme, or makeup foundation being marketed. Words such as lengthen, thicken, clump, slip, or streaking are terms based on sensory perception and performance. These words not only describe a product but may also differentiate the product from similar products, thus allowing the advertiser to use the sensory terms to convince consumers to buy a particular name brand in order to meet the

consumers' sensory expectation. Manufacturers of consumer products sell sensory properties; they develop products with specific sensory properties. Therefore, it is not only appropriate but also necessary to evaluate or measure sensory properties.