In the dynamic world of beauty and health, consumers increasingly seek holistic experiences that cater to emotional and mental well-being. Insights from Mintel’s 2024 Beauty Trends Webinar reveal a trend towards deeper, more meaningful interactions with beauty products, emphasizing sensory experiences and emotional connections. This evolution is ushering in a new era of holistic product experiences, where multisensorial congruency, particularly the harmony of smell and touch, enhances overall well-being.

Discover how this shift is reshaping the future of beauty and wellness in our detailed exploration, and how you can stay ahead of the curve.

The Rise of Holistic Consumer Desires: Beyond Functionality

The beauty and wellness industry is rapidly embracing holistic consumer experiences, a trend underscored at key scientific and industry events of 2023 that we attend for our Competitive Watch service. At the Pangborn Symposium, Firmenich revealed that 66% of global consumers see fragrances as offering benefits beyond scent. Their study highlights the importance of olfactory experiences, with specific scents like fruity and citrus notes linked to happiness in various countries.

Dr. Kentaro Kajiya from Shiseido, presenting at the IFSCC 2023 Conference, took a broader view. He discussed the holistic approach to beauty, including the sensory system’s role in aging and skin health. The sensory system’s degradation with age might impact skin health, a concern that is exacerbated by reduced physical contact in our digital age. However, Merkel cells hold great potential in skin health, and they can be stimulated by engaging the three senses of touch, taste, and smell.

Concretizing this perspective of multisensory engagement, Curion and other companies’ insights delved into the importance of fragrance and texture in skincare products. Their study revealed that these sensory aspects are key drivers of consumer liking and repeat purchase, and also elicit strong emotional responses.

An Answer to Holistic Product Demand: Smell & Texture Congruence

The Smell & Taste Lab (TSTLab), based in Switzerland, has been pioneering in the realm of smell and texture congruence, with research that is crucial for understanding how the right texture-smell combination can lead to desired emotions, thereby enriching the overall product experience.

Our study published in IJSC 2022 revealed that aligning a cream’s texture with fresh and floral notes significantly boosts user pleasure and comfort. This finding highlights the power of congruent sensory experiences in cosmetics.

But the story doesn’t end there. Our research presented at IFSCC 2022 and IFSCC 2023, uncovers a fascinating twist: over time, our perception of congruence evolves. What initially seems unfamiliar and incongruent can gradually weave its way into our sensory preferences, intriguing us with its novelty.

This familiarity concept has shown to bring a direct link with the emotional benefits of skin care use on a longer term.

The Smell & Taste Lab: Pioneering Holistic Product Innovation & Development

In today’s evolving beauty landscape, brands that tap into the emotional and sensory dimensions of products can gain a significant competitive edge. This approach fosters deeper consumer connections and builds lasting brand loyalty.

At The Smell & Taste Lab (TSTLab), product development is akin to an expert knitter creating a tapestry. Here, multisensory congruence is the primary thread, weaving through the fabric to evoke certain emotions.

This thread, rich in specific texture and color, shapes the emotional landscape of the product, determining how feelings and memories are stirred in the user. Meanwhile meticulously selected active ingredients form the tapestry’s base, providing strength and functionality. Guided by TSTLab’s cutting-edge scientific expertise and knowledge, these elements are skillfully intertwined, resulting in beauty products that are not only effective but also rich in experience and emotions.

Considering developing a product line? At The Smell & Taste Lab (TSTLab), our approach can go far beyond crafting formulations with specific functionalities and properties. We can, for instance, develop a base for a product line designed to instill a sense of calm and relaxation in consumers, while carefully selecting active ingredients for each formula to ensure optimal results.

The cherry on the cake? Our comprehensive expertise spans the entire value chain. Whether you need support throughout the entire product development process or assistance at specific stages, TSTLab offers tailored solutions that align with your unique needs and goals, ensuring a product that resonates both functionally and emotionally.

Explore innovative sensory beauty solutions at TSTLab: Visit Our Website.

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CONTACT

https://thesmellandtastelab.com/

Anne Abriat – anne@thestlab.com