消费者评价方法在敏感肌适用面霜中的应用  

Application of consumer evaluation methods in sensitive skin-friendly facial creams

作　　者：齐荣 程党党 Rong Qi;Dangdang Cheng(Shanghai Jiyan Bio-pharmaceutical Co.,Ltd.,Shanghai 201702,China;Yunnan Yunke Characteristic Plant Extraction Laboratory Co.,Ltd.,Kunming,Yunnan 650106,China;Yunnan Botanee Bio-technology Group Co.,Ltd.,Kunming,Yunnan 650106,China)

机构地区：[1]上海际研生物医药开发有限公司,上海201702 [2]云南云科特色植物提取实验室有限公司,云南昆明650106 [3]云南贝泰妮生物科技集团股份有限公司,云南昆明650106

出　　处：《日用化学工业(中英文)》2025年第4期464-471,共8页China Surfactant Detergent & Cosmetics

基　　金：云南特色植物提取实验室自主研究项目(2023YKZY001,2023YKZY004)。

摘　　要：为了探究敏感肌适用面霜的偏好方向,筛选市售5款人气敏感肌适用面霜产品,通过9点喜好标度、Rate-all-that-apply(RATA)、Ideal profile method(IPM)等多种消费者研究方法从产品喜好度、理想产品、产品特征和情绪赋值等方面进行消费者测试,从多个维度对测试产品进行分析探究。结果表明,契合调查目的从而针对性地选择适用的消费者调查方法并且通过多种方法的结合应用,可以获得较为完整的敏感肌适用面霜开发思路。另外相比常规的消费者喜好度研究,当下消费者较为关注的产品概念、情绪赋值方面的评价也体现出较好的应用价值。To thoroughly investigate the preferred characteristics of sensitive skin-friendly facial cream,a consumer study was conducted on five popularly marketed creams designed specifically for sensitive skin.The research applied several consumer study methods,including a 9-point hedonic scale,rate-all-that-apply(RATA),and ideal profile method(IPM).These tools were utilized to explore aspects such as product appeal,ideal product profiles,product features,and emotional associations,allowing for a comprehensive analysis of the tested products across multiple dimensions.Findings indicate that selecting appropriate consumer survey methods in alignment with the study’s objectives,combined with the application of various techniques,can yield a more complete development strategy for sensitive skin creams.Additionally,compared to traditional consumer preference studies,evaluations focusing on product concepts and emotional associations have shown significant value in consumer decision-making processes.

关 键 词：敏感肌适用面霜 消费者喜好度 Ideal profile method(IPM) Rate-all-that-apply(RATA) 情绪护肤 

分 类 号：TQ658[化学工程—精细化工]