14 LIFESTYLE COSMETICS
Formulating and testing wellness
n Patrícia Neto, Sandra Soares – inovapotek, Portugal
According to the WHO, “Wellness is the optimal state of health of individuals and groups” which can be achieved by “the realisation of the fullest potential of an individual physically, psychologically, socially, spiritually and economically, and the fulfilment of one’s role expectations”. More than a physical health status, wellness is a personal dynamic process, in the pursuit of optimal holistic health and well-being, as defended by the Global Wellness Institute.
Time to take action In the current information era, consumers have become more conscious about the social and environmental impact of their lifestyles and have realized that increased individual knowledge and proactivity are the main drivers in this road towards the best quality of life. Beauty brands are being challenged by the growing wellness movement that crosses all ages, focusing on first-line needs such as a restful sleep, anti-pollution and self-care cosmetic products. Along with evidence-based storytelling, consumers demand transparency, certification and brand’s commitment for the effectiveness claims and lifecycle of products. The perfect balance between a state full of positivity and the demands imposed by daily life is complex, extremely subjective and conditioned by individual rhythm, daily habits, values and beliefs. Formulators now have a duty to support
the wellness journey by creating targeted meaningful experiences. Brands must adapt their signature in several possible ways in order to warmly embrace consumers, with value-added products that enable them to ‘feel’ the beauty. From sensory to emotional branding, from label content to packaging selection, from proof of claims to storytelling, there are multiple strategies that can be explored to surprise consumers, and inovapotek can inspire and support the brands with this mission.
Peace inside the bottle Me-time moments are a truly valuable experience nowadays, where a complete
PERSONAL CARE NORTH AMERICA
personal care routine is a perfect and synergistic ally of self-time. Aromatherapy, special bath products, morning or night care products can deeply carry the moments of energy recovery, meditation or contemplation to a more successful rest and reset. Regardless of the purpose, if it is a celebration, purification, relaxing or pleasure time, the cosmetic products should be designed and fit in as the last piece of the puzzle, and be a perfect match in any routine. Cosmetic products may be combined
with other tools, such as a konjac sponge or a jade roller, to boost a massage with exfoliating, lymphatic or therapeutic purposes. Cold and warm effects may also complement consumer experience, as powerful relief enhancers. All in the benefit of topical and mental health.
Olfactory memory A cosmetic product can shape personal feelings and experiences by teasing more
than one sense, such smell, touch, sound, taste and sight. Since the senses trigger emotions, they are the key channel for memorable positive experiences. Infinite combinations can be created in order to offer surprising sensorial profiles that embrace consumers and their beauty rituals. Hypersensitive thermal and mechanical sensors are all over our skin, so let us give them new textures. Let us mix powdery or gel-like textures with an oily or waxy touch. And why not spice it up with small, round mineral particles? There is no limit to the textures and combinations that can be created as well as to the sensations and emotions that can be triggered. Countless tactile stimuli may be
provided when the texture of a formulation is enriched with playful ingredients. Not only do the formulators of finished products take advantage of the properties of the ingredients, but also the suppliers. In recent years, several cosmetic ingredient suppliers
May 2020
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