Psycho-rheology the relevance of rheology to consumer acceptance JEAN V. BOYD*

Synopsis--The RHEOLOGICAL properties commonly found in COSMETIC materials are discussed. Since they are in general, SHEAR sensitive VISCOELASTIC materials, the impor-tance of using test conditions (temperature, shear rate, etc) relevant to the usage situation is discussed. In order to quantify the desirable physical properties in a product, the results of SENSORY and rheological tests have to be correlated. Types of PANEL test frequently used are briefly discussed. A method for pictorially representing TEXTURE is presented. The use of this TEXTUREGRAM to illustrate a range of rheological properties is demonstrated