134 LIFESTYLE COSMETICS
Senses, emotions to experience Consumers are striving for new experiences; they aim to be amazed. Teasing their senses can be a way of living a new moment. There are five human senses: sight, touch, smell, taste and sound. They are personal filters to identify, understand, and perceive the surrounding world. The association of senses creates and defines all the moments of one’s life. Senses go even further and reveal an emotion – a state of mind. In a study conducted by Lightspeed Mintel, in 2018, 70% of Italians confirmed that they think fragrances have an important impact on their mood (60% for France, 65% in Germany, 64% in Spain). ASMR (Autonomous Sensory Meridian Response) is an excellent example of the power of conceptual sense association to create an emotion and a state of mind. It can be described as a calming, pleasurable feeling, often accompanied by a tingling sensation as a response to a sensory stimulation (source: dictionary). This exercise has taken over social media, often engaging millions of viewers. These videos consist of watching someone softly whispering, while executing a mundane task such as eating and crunching food, reading and turning pages, or applying makeup. It generates a multi- sensorial environment that interacts with the viewers’ emotions to create a relaxing, peaceful state of mind if they engage. It has been so successful that the first ASMR centres opened their doors in the US – going even further by creating live, visual, acoustic, tactile, and tasteful interactions that work with people’s senses; the success of this establishment shows the power of experience and emotion.
Translating emotions in beauty and personal care
As seen above, beauty and personal care is associated with the wellbeing of consumers, while senses can trigger emotions, creating a positive experience. By working on a product’s sensory profile, a brand can associate senses to build on the identity of the product and the feeling consumers can expect. By building a coherent product sensory profile, a brand can convey the use, the feel, and the feeling that one should experience when using the formular. For instance, a pink transparent jelly with strawberry scrubs can be perceived as an indulgent, food inspired body exfoliator. The association can also be surprising – creating an unexpected
PERSONAL CARE EUROPE
purchase driver in beauty and personal care, and textures are a key trigger as an initial appreciation of the product by a customer. The texture sensory profile can be evaluated before, during, and after the application. Here is a non- exhaustive list: Thickness Spreadability / Slipperiness Oiliness Softness Greasiness Film residues After-feel (tacky, greasy, powdery, or soft) By associating different
textures in the same product, brands can shape a
stronger status. Transformative texture can be a great way to spice up a formula to create an emotional interaction. They can be
defined as products with a continuous changing shape and form; they also include products with an unexpected feeling during the application. Transformative textures are a heritage
moment during application. For instance, a blue face cream associated with a strawberry fragrance.
By building the right sensory message, a brand can be remembered throughout its story by the consumer. 42% of consumers emphasise a great deal on their emotional wellbeing, i.e. managing their emotions and actions, and appropriate reactions to situations. Explore scent, touchable experience, temperatures, emotions, and sounds to create an experience related to the end use of the product. The sensory profile refers to the senses appealed to when applying the product. In personal care, this is how it can be translated: Sight: sensory imagery through visual elements
Taste: a taste associated to the final product
Touch: create a feel, triggering different sensations
Sound: a sound to create an emotion (music), or to share an experience (podcast)
Smell: the art of attraction, creating an emotion, a state of mind To connect with customers’ emotions, brands need to work on those parameters to create a triggering moment and produce an experience. Wellbeing is about creating a revealing moment, putting humanity into the beauty and personal care industry experience.
Focus on transformative texture Sensory experimentation is a primary
from the Asian market, especially the Japanese culture, where it is part of their beauty rituals. They embrace their beauty through different rites using traditional products as oil-makeup remover, paper mask or sponge. They have a strong focus on healthy skin: Mienaioshare (subtitle elegance), Wabi (simplicity & nature), and Sabi (time change) (source: White Paper). The layering rituals, called “Saho”, is an association of different steps to complete their beauty routines for a healthy complexion. For skin, the steps are oil cleansing, soap cleansing, lotion, serum, eye contour, day cream or night cream. By developing transformative products, not only brands create a feeling of a real ritualisation, but also help reduce and maximise the use of their products. To have an impact and to be
remembered, the transformative texture needs to create a value for customers, whether this is surprising, convenient or suggestive, the power of texture in creating a new consumer experience is infinite. Discover three formulas developed in our application laboratory, all of which play with the power of texture.
Prototypes
So Clean Aquamarine Micell’Hair So Clean Aquamarine Micell’Hair is a very mild, eco-friendly micellar shampoo launched in the SIM (Strategic Ingredient Marketing) Campaign ‘Connection – Millennial Beauty’. In a foamer packaging, this fluid and transparent formula transforms instantly without the addition of
April 2019
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