Recent research conducted by MMR on behalf of Givaudan has provided some insight which suggests that changing the fragrance of shampoo alone has the power to alter texture perceptions associated with the shampoo. The research showed that the fragrance not only had an impact on the perceived texture of the shampoo itself but also the way that the respondents' hair felt during and after washing. Full details of the research can be found by following the link below. The paper can also be found in Food Quality & Preference 20 (2009) pages. 320-328.
Tags: synaesthesia, smell