This is a well-represented industry where Dichter’s influence can be readily seen in subsequent marketing campaigns and many of the products we are familiar with as contemporary consumers. Since the rise of psychoanalysis in the latter half of the 20th century, the correlation between self-esteem and body image was better understood, and this was effectively applied by The Institute. Products such as shampoos, lotions, make-up, perfume and hair dye that could change physical appearances were particularly emotive and therefore particularly appropriate for motivational research (see A psychologically oriented consumer research program on the shampoo market). Dichter’s work also facilitated a great deal of product development in this area, as can be seen in reports such as A research program for testing a new product for Avon.

While the majority of reports from companies like Avon, Charles of the Ritz, Revlon, L’Oreal and Imperial Leather concern female consumers, there are some significant and interesting reports aimed at men for products such as hairpieces and Brylcreem. One report commissioned by a hair tonic company even investigates how to increase the market for its product by encouraging men to get crewcuts: Problem analysis and proposal for a motivational research study aimed at increasing the popularity of the crew cut.