June 14, 2007

Mandom Establishes a Sensory Evaluation Method for a CoolingSensation: Research and Application of a
“Pleasant and Cooling Sensation” that Humans Sense-Not Simply “Cool” or “Refreshing”-

Mandom Corporation (Head Office: Osaka, President Executive Officer: Motonobu Nishimura, hereafter“Mandom”) has been researching various factors that “make peoplwe feel pleasant”, as we place as much importanceon the impressions received when using our cosmetics (quasi-pharmaceutical products) as on their function. As a part ofthis research, we established our own technology to appropriately evaluate the “cooling sensation” induced by the use ofour products. Mandom defines this “cooling sensation” as a pleasant feeling that is aroused by the simultaneous
sensations of “coldness” and “exhilaration”. However, if the balance of the cooling substances and other ingredients is
not correct, it may lead to the sensations of pain or burning, among other discomfort. Thus, an appropriate evaluation
method for this “cooling sensation” will assist the development of products that provide an even greater pleasant coolingsensation.
The results of this research will be presented at “The 60th Society of Cosmetic Chemists of Japan (SCCJ) Workshop”
held today at the Osaka International House.
1. Research background: A fine line between a cooling sensation and discomfort
Owing to the continuous occurrence of heat waves in recent years and the growing awareness of cleanliness amongmen, the use of deodorants by men has followed an increasing trend each year, especially young adults. With regard tothe functions that are expected from deodorants, it has been revealed that the expectation of a cooling sensation wasparticularly high, and a trend that was characteristic in men was the demand for a continuous cooling sensation (2005, asurvey by Mandom). However, contrary to the demand for a strong cooling sensation, it is not easy to provide acontinuous, pleasant cooling sensation and it has been known that this can potentially lead to discomfort, such as burningor irritation. In contrast, for the evaluation of the cooling sensation, although the differences were identifiable byqualitative evaluations through sensory evaluation, the procedure is hardly accurate, as individual susceptibility varies.
Furthermore, the quantitative and accurate performance of the sensory evaluation is challenging.
Hence, Mandom has been developing research methods for the accurate evaluation of the cooling sensation, as well
as a formula that will not lead to pain or any other discomfort.
2. Evaluation method for the cooling sensation: The area below the ears (neck) is the most suitable location forsensory evaluation
Previously, the arms and armpits have been used to evaluate the cooling sensation. Although this method resembled
the conditions of actual use, considerable variation is seen between body parts and individuals, so an accurate evaluationis hardly possible.
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-1-Hence, in the pursuit of a more accurate method to evaluate thecooling sensation, we conducted an evaluation of 36 male subjects
after the application of lotion samples that contained ℓ-menthol (atypical cooling substance) to the arms, cheeks, armpits, and the area
below the ears of the subjects (refer to Figure 1). As the inner armsand armpits are less sensitive, the differences between the coolingsensation derived from the different mixtures of ℓ-menthol could not
be identified. Although the cheeks are considered to be highly
sensitive, the differences between the samples still could not beidentified. We therefore deemed the cheeks to be inappropriate for theevaluation as the effects of shaving and stimulus from the eyes wereconsidered influential. On the other hand, the area below the ears(neck) could identify the differences between the two samples with Figure 1: Conducting the cooling sensationassessment
different amounts of ℓ-menthol. For these reasons, we concluded thatthe area below the ears (neck) was the most appropriate part of the body to provide an accurate evaluation (refer toFigure 2). We believe this is because the area below the ears (neck) is close to the face, which is highly sensitive to thecooling sensation, and is a sensitive body part.
32

10

Cooling Sensation Score

ArmsCheeks2100

8 102 4 6
Elapsed Time (min)02 4 6 8 10
Elapsed Time (min)3Armpits

2100Figure 2: Differences in cooling sensation
scores by body part

Cooling Sensation Score

3Cooling Sensation Score

Cooling Sensation Score

3Area below theears (Neck)

2102 4 6 8 10
Elapsed Time (min)ℓ-menthol 0.01%

02 4 6 8 10
Elapsed Time (min)0.05%

3. Product Evaluation: The range for a “pleasant cooling sensation” is very narrow! A strong sense of coldness is
not sufficientMore than 30% of all of the subjects experienced discomfort, such as pain or a burning feeling, from the lotion
sample that contained 0.5% ℓ-menthol. However, less than 5% of the subjects experienced discomfort from the lotion
sample that contained 0.3% ℓ-menthol. The lotion samples containing 0.5% ℓ-menthol scored between 3 and 4 on thecooling sensation scale, whereas the lotion samples containing 0.3% ℓ-menthol scored approximately 3 or below(Figure 3). From these results, we found that although an adequate amount of cooling sensation can be pleasant,a cooling sensation score of above 3 was too strong and could lead to discomfort. From this finding, we defined the“comfort zone” as a score between 1 and 3 in the cooling sensation evaluation method we established.

-2-5Discomfort(Pain, Burning Feeling)

Cooling Sensation Score

4The Degree of Perception Score

Clearly Perceptible

54
3

Slightly Perceptible

21Imperceptible

0Unbearably Strong

3
Comfort Zone

21

Not Perceptible

02

0

1015
Elapsed Time (min)20

Figure 3: Intensity of cooling sensation and endurance among lotion samplesℓ-menthol 0.1%

0.3%

0.5%

0.9%

However, it is difficult to control the cooling sensation only by the composition of cooling substances.
Therefore, controlling the technology of the cooling sensation formed by studying the formulation of not only coolingingredients, but also other ingredients, is essential.
By continuing our research based on these results, we were able to develop the GATSBY Ice Deodorant Spray which isable to sustain the “comfort zone” score for a prolonged period of time (Figure 4).

5

Discomfort
Discomfort(Pain,(Pain, burning
Burningfeeling)
Feels)

Cooling Sensation Score

4

3

Comfort Zone

21

Imperceptible
050101520

Elapsed Time (min)Figure 4: Intensity of cooling sensation and endurance of the GATSBY Ice Deodorant SprayGATSBY Ice Deodorant Spray
Deodorant

Deodorant Spray A

Deodorant Spray B

Mandom will continue to research further products after the newly developed GATSBY Ice Deodorant Spray, andwill be releasing more products to the market that can sustain the pleasant cooling sensation for a long time without any
discomfort, such as pain or a burning feeling.

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