Kao Confirms Physiological and Psychological Effects of Touching Clean Hair

 Kao examined the physiological (oxytocin) and psychological (emotions and self-awareness) effects of touching clean hair. I found that my sense of affirmation increased.

To date, the company has reported that feeling the texture of hair increases positive emotions, which may affect self-awareness and beauty behavior, but the act of touching hair also changes physiologically. It was unclear whether the

Therefore, this time, we focused on "oxytocin" as a biological response index that captures physiological changes, washed, treated, and styled 11 women's hair, and investigated whether the amount of oxytocin in saliva changed before and after touching. At the same time, we asked them to evaluate the state of their hair when they touched it from 10 points of view, and evaluated the emotions and self-consciousness that occurred at that time.

First, we examined the relationship between changes in the amount of oxytocin in saliva and the evaluation of each item regarding the condition of the hair when touched. An increasing trend was found. An increase in the amount of oxytocin not only promotes the formation of attachment, but also has been reported to be related to an increase in self-esteem. It was suggested.

Next, as a result of evaluating the change in emotions before and after touching the hair using the Cosmetic Emotion Rating Scale, the higher the evaluation of "hair texture", the more emotions such as "luxury", "happiness/satisfaction", and "excitement". It was found that they strongly felt and aroused positive emotions. Furthermore, when asked about self-awareness and beauty behavior, the higher the evaluation of "hair texture", the higher the evaluations such as "I came to like myself" and "I wanted to change my skin care and makeup". It was also found to have a positive effect on consciousness.