Liquid crystal known as a rheological barrier to coalescence of oil droplets, increases emulsion stability, water-holding capacity and promotes active material penetration to skin. Some investigation for its rheological characteristics have been reported but its relations to consumer perception have been rarely published. In this study, oil/water emulsion and oil/liquid crystal/water systems were manufactured using the same composition or Behenyltrimethylammonium chloride/Cetostearyl alcohol/Lanolin oil. and rheological properties or each system were investigated with Cone and Plate rheometer. The formation of liquid crystalline phase was observed with polarized microscope and Differential Scanning Calorimeter. Continuous shear experiment, creep, yield and water holding capacity were measured for oil/water and oil/liquid crystal/water systems. The results were compared with sensory evaluations. Oil/liquid crystal/water system showed higher,viscosity at the same shear rate. higher viscoelasticity and higher yield stress than oil/water system. These properties were expected to show good spreadability and excellent richness without waxiness in hair can: products of creme type. This expectation was consistent with the results of sensory experiments. Water-holding capacity was evaluated by measuring residual water of specimens at specific temperature and relative humidity. Oil/liquid crystal/water system was proved to have higher ability to hold water in comparison with oil/water system. The results indicated that oil/liquid crystal/water system was of benefit to rheological properties creme type hair care products.