L’Oréal × Ircam amplify: when science and sound take care of you

Over the past three years, Ircam amplify has been collaborating closely with the Cognitive Science team at L’Oréal Research & Innovation to explore a largely overlooked dimension of the beauty experience: sound. While the cosmetics industry has increasingly embraced holistic, multisensory approaches, the auditory sense has remained surprisingly underexplored. How does sound shape perception, emotion, and well-being during beauty rituals? And how can brands harness these insights to elevate user experience?

Through rigorous cognitive sensory science, Ircam amplify and L’Oréal have sought to answer these questions. Their collaboration has produced evidence-based insights that not only inform product design but also transform how sound can enrich the everyday rituals of self-care. Below, we explore three pioneering studies that illuminate the subtle yet powerful role of sound in beauty experiences.

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The sound of shampoo foam: from stress to relaxation

The first study, The Sound of Shampoo Foam (Wu et al., 2026), investigated an everyday yet underappreciated phenomenon: the sounds produced by shampoo during a salon hair-washing ritual. In this context, clients cannot see or touch the foam themselves, which heightens the importance of auditory cues.

Researchers recorded the foam sounds of four different shampoos at three stages of lathering: initial application, foam growth, and maximum foam. Forty-two women listened to these recordings and rated their emotional responses while describing what they heard.

The findings were striking. Listeners could clearly distinguish between different shampoos based solely on their acoustic properties, which included pitch, roughness, sharpness, and loudness. Initial lathering sounds (louder, sharper, and rougher) were associated with stress and high-arousal emotions, likely due to the friction involved in spreading the product. As foam developed, the sounds became smoother and softer, evoking relaxation, comfort, and a sense of well-being.

Importantly, different shampoos communicated different product benefits. Cleansing-focused shampoos produced brighter, rougher sounds, whereas moisturizing formulas were linked to gentler, smoother acoustic qualities.

This study demonstrates that the sound of shampoo foam is not just background noise; it can meaningfully influence the salon experience. For luxury brands and spas, these insights suggest opportunities to enhance rituals through sound: selecting or formulating products that convey cleansing, soothing, or indulgence via their auditory signature can elevate the perceived value of treatments.

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Improving hair dryer sounds: designing pleasant sound experiences

The second study, Improving Hair Dryer Sounds (Bhatara et al., 2025), addressed the often-overlooked role of “unintentional” product sounds: the mechanical noises that users cannot escape. Hair dryers, for instance, produce sustained noise near the user’s ears, which can be stressful if not carefully designed.

Researchers digitally modified recordings of high-end hair dryers in 17 different ways, adjusting energy levels in specific frequency ranges, roughness, sharpness, and other acoustic parameters. Thirty-nine participants rated each sound across multiple emotions and ranked their preferences.

Key findings included:

• Reducing high-mid frequencies (1500–6000 Hz) increased preference and elicited more positive emotions.
• Adding high-frequency sharpness (>5000 Hz) surprisingly enhanced preference, likely because it creates a perception of a lighter, more refined device.
• Roughness decreased preference, while smoother sounds felt more pleasant.

These results demonstrate that even unintentional product sounds can be optimized cost-effectively through digital modification rather than physical prototyping. For beauty tech designers and spas, this insight opens new avenues: hair dryers, skincare devices, or other tools can be acoustically engineered to enhance emotional comfort and elevate the luxury experience.

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Designing Intuitive UI Sounds: guiding the beauty journey

Finally, the study Designing Intuitive UI Sounds (Bhatara et al., 2025) examined short interface sounds (beeps, chimes, or tones) that communicate functional information to users. The research asked: how can these brief sounds be designed to feel intuitive, pleasant, and emotionally supportive?

Participants listened to 30 UI sounds from various devices and rated them across emotions, categorizing each sound’s position and function in the user experience. Researchers analyzed acoustic features such as attack/release time, pitch, spectral brightness, and contour (ascending, descending, or static).

Major findings included:

• Longer release times evoke relaxation, comfort, and confidence.
• Ascending pitch signals beginnings or confirmations, producing positive emotions.
• Descending pitch signals ends or cancellations and tends to convey more negative or neutral affect.
• Static sounds often indicate midpoints or notifications, eliciting neutral to slightly negative responses.

Moreover, sound features interact: an ascending pitch combined with increasing volume produces the strongest positive effect, while descending pitch paired with static volume may override time perception cues.

These guidelines provide the first comprehensive framework for designing effective, emotionally resonant UI sounds. In beauty tech, devices with carefully engineered audio feedback not only communicate information intuitively but also enhance user satisfaction, encourage repeated use, and reinforce a sense of luxury.

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Transforming beauty experiences through sound

Together, these three studies highlight the untapped potential of sound in the beauty industry. From shampoo lather to hair dryers and device interfaces, auditory cues shape emotional responses, perceptions of product efficacy, and overall enjoyment.

For luxury spas, salons, and high-end beauty brands, this research offers actionable insights:

• Select or design product sounds that reinforce product benefits and ritual indulgence.
• Optimize beautby tech for pleasant, non-intrusive, emotionally supportive sounds.
• Use UI sounds strategically to guide users through treatments or devices, enhancing confidence and comfort.

By integrating sound science into the multisensory beauty experience, brands can create rituals that are not only aesthetically pleasing but emotionally and physiologically optimized. Subtle auditory cues, carefully designed, can transform routine care into immersive, luxurious, and scientifically informed wellness experiences.

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Sources:

• Wu, et al. (2026). The Sound of Shampoo Foam. International Journal of Cosmetic Science.
• Bhatara, et al. (2025). Improving Hair Dryer Sounds. Forum Acusticum.
• Bhatara, et al. (2025). Designing Intuitive UI Sounds. Human Behavior and Emerging Technologies.

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