The coefficient of friction of an elastomeric sample can be determined by: (a) providing a friction test machine having a rigid wheel with an outer surface defining a curvilinear friction surface, a sample holder and, a force measurement device; (b) placing the elastomeric sample onto the sample holder; (c) adjusting the elastomeric sample and the curvilinear friction surface into frictional engagement thereby forming a curvilinear deformation in the elastomeric sample; (d) rotating the rigid wheel; and, (e) using the force measurement device to obtain a geometry independent measurement indicative of the coefficient of friction of the elastomeric sample.