While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design. The purpose of this study was to investigate the relative roles of sight and smell in consumers’ choice of body lotion, using a combination of sense testing, questionnaire and interview. A total of 492 convenience-selected volunteers were asked to designate their favourite scents of five prepared body lotion samples by sight and by smell. They then undertook a questionnaire survey, and 21 of the group took part in semi-structured in-depth interviews. Most participants chose different scents when relying on sight or smell, and this difference affected their purchasing intention and purchasing motivation, with visual features of products influencing intentions more than olfactory properties. While scent was not the major reason for purchasing a cosmetic, for many participants it was an important factor. The method used may have advantages in market research over others not utilising one or other of the components.
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