The pleasure of texture in cosmetics
Heike Störmer-Kuk from SpringPool presents today’s most striking trends in textures: lacklustre and tactile on the one hand and light and rich on the other hand. Störmer-Kuk points out why textures are gaining more importance. She explains how consumers will influence textures for cosmetics and gives an outlook on the future of cosmetic textures.
Textures are gaining more importance
Just imagine using a shampoo that delivers the best cleaning results but without a soft and creamy foam. Would you buy such a basic shampoo? Surely you wouldn’t. And why? Because something very important is missing: the pleasure of experiencing a product through a special texture. Textures are gaining more and sensual attributes, they add value in their own right. This means an innovation does not necessarily have to be linked to a new technology: it can also convince with a new texture.more importance in the beauty industry. When they enhance a well-known product benefit with a new texture.
Dull but tactile textures for beauty addicts
Think of touching unglazed pottery, lace or egg shells. This dry, subtle, delicate sensation is a highly interesting texture but who would associate it with care products? Enter enzyme peels: They are mostly dry and dusty. However, they transform into a soft foam and do their peeling job very tenderly and mildly. Hair scrubs such as Matrix Biolage Sugar Shine Polishing Hair Scrub deliver residue-free clean hair without damaging the structure. Other products that are dry, waxy, and powdery like Za Pore Minimizer from Japan melt softly and get very smooth when applied to skin. They leave a kind of tender evenness with a pleasant and desirable skin feel.
Light and rich – first impressions may be deceiving
One should have more confidence in them: the novel watery products are transparent, cool, sophisticated, and packed with highly active ingredients. Due to advanced technologies, even watery or gel-like textures can provide high concentrations of active substances. This is very relevant for consumers who love the layering trend from South Korea. It is not by chance that the “Liquid Care” trend also stems from this part of the world. One example is Lancôme Énergie de Vie, a liquid moisturiser capable of replacing even a moisturising cream.
And in the future? Consumers decide.
To go one step ahead, think about other dimensions of water: is steam the new beauty elixir? Why not – in a London bar, alcohol connoisseurs have already enjoyed their gin and tonic as a breathable cloud. Overall: against all expectations, light or even volatile media can deliver highly effective performance. The consumer has the final say.
Regardless how elaborate a product is, how much careful consideration has gone into its development – in the end, consumers decide. And consumers will recognise if a product concept is conclusive or not: product benefit and reason-to-believe have to answer a consumer need. As part of the game, texture needs to fit into this as a logical element.
AUTHOR:
Heike Störmer-Kuk, Managing Director
SpringPool, Dreieich, Germany
www.springpool.de
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