Texture and sensory properties are some of the key aspects that influence the choice of personal care products by consumers. In recent years, multisensory products have gained popularity as texture and sensory appeal have become as important as performance attributes.
However, consumers naturally expect the products they buy to be safe. To attract consumers in highly saturated markets, products must not only provide good quality and be visually appealing, but also offer interesting and attractive experiences.
Cosmetic products formulators are reconsidering the role of sensory analysis in the process of product development. As a result, research on sensory evaluation should be linked to research on the aesthetics of the product, the meaning of the product and the emotions that it elicits.
In skincare, for example, texture can be an important way of providing the feeling of an instantaneous effect through ingredients which tighten, tingle or feel hot on the skin.
MAIN SENSORY TEXTURES FOR ATTRACTING AN INCREASINGLY DEMANDING PUBLIC
According to Datamonitor, the main sensory textures include skin sensation, cooling and heating agents, pressure / reaffirming and refilling.
In recent years, the main trends in textures are based on the following texturized cosmetic forms:
Lighter and fresher than facial creams, lotions offer an ideal consistency for multiple layers of product. They are fast-absorbing and tend to have a lower percentage of oil content, which is ideal for the summer when the air is a bit more humid. Eg. Clinique Dramatically Different Moisturizing Lotion +.
A moisturizing, silky and indulgent way to restore moisture in your skin to normal levels. For dry or sensitive skin, oils work like a night treatment: it is rich in lipids, and is slowly absorbed into the skin to heal even the driest skin. Eg. Margaret Dabs Intensive Foot Oil and Pixi Rose Oil Blend.
Lighter than a moisturizer, serums are replete with active ingredients and can penetrate deeper into the skin than daily facial cream, thanks to the small size of the molecules which they contain. They are lighter and fresher than common creams. Absorption is very fast. Eg. Weil Mega-Mushroom Skin Relief Advanced Face Serum.
Essences or Elixirs
Their consistency like water might be one of the best things about them, because it means that they can send a higher concentration of vitamins, minerals and nutrients deep down in your skin, more than any creams. Eg. Kiko Cosmetics Pure Clean Essence.
Combination of ingredients that, when combined, form a light, velvety blend with a creamy consistency, thick and airy at the same time. Eg. Medium Self-Bronzer Mousse St. Moriz Professional.
The rough texture of the scrubs guarantees that, when applied in circular motions to the skin, the tiny pearls work to detach the dead skin cells, leaving you with a fresh, smooth complexion. Eg. Liz Earle Gentle Face Exfoliator.
The super light and airy texture makes foam cleansers ideal for oily skin, but care must be taken with surfactants as they can irritate the skin. Eg. Clarins Gentle Foaming Cleanser.
This could literally be served as a dessert. The texture is elastic, but instantly melts on contact with the skin and disappears, without leaving residues. Eg. Shiseido WASO Fresh Jelly Lotion.
If the skin is on the greasy side or has imperfections, the texture of gel is appropriate. They cool instantly and the light consistency offers oil-free hydration that works especially in hot climates. Eg. HealGel Intensive.
Improvement of the comfort of the skin is achieved by the addition of emulsifiers and silicones. Increasingly, alternatives are available, which are eco-certified and have the same sensory sensation to silicones.
Data from a skin and beauty report by Mintel found that textures such as gel, jelly and mousse have increased in popularity because they feel fresh on the skin and are easy to apply, which consumers love.
New natural polymers are also on the horizon; these deliver a creamy texture for products that are left on and cleaned off. These ingredients help formulators create premium-type formulas that are quickly absorbed into the skin and leave a silky, velvety feel after use.
THE MULTISENSORY EXPERIENCE AS one of the major factors in choosing
According to a recent report from Datamonitor, "Sensory ingredients in personal care", 37% of women and 28% of men rated the sensory benefits as having a high degree of influence when choosing the benefits of personal care and the most important factor was the fragrance. One-third of women around the world consider sensory benefits as key in haircare and skincare.
Datamonitor also noted that while a sense of luxury was once exclusively with high-end premium brands, it is becoming a prerequisite of many mass market lines.
Popular premium beauty brands want to make sure that their stores create the same premium experience. LVMH, opened 'L' Institut Guerlain', a private spa-type residence in their main store in Paris. While Clinique also has a new store concept strategy to enhance the sensory experience, which comes from the opening of its new store in Covent Garden, called Clinique Great Skin Lab.
THEN, WHAT CAN MANUFACTURERS DO TO CREATE MULTI-SENSORY EXPERIENCES OF LUXURY IN THEIR PRODUCTS?
The feeling of the formulation can provide a powerful indication to consumers about the quality of a cosmetic product. To do this, companies are based on different types of textures and feel that they cause to the contact with the skin or hair of the consumer.