Measuring Indulgent Cosmetic Textures

If you have ever bought a cosmetic product from a make-up stand in a department store, you will have experienced a sales pitch from someone trying to tempt you into buying the product. 
 
You may have noticed that colour and fragrance are mentioned, but these are secondary to texture (and of course efficacy) – “this lipstick is creamy and feels moisturising all day”, “this face cream is thick and velvety”, “this lipgloss won’t make your lips feel sticky”, “this face wash gives you a luxurious lather”. 

You will not see this written on the side of cheap cosmetics, whose manufacturers think of texture as a last resort as they do not have the time or funding to carry out the required research.