Advertisement

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

Downloads

This is a preview

Are you a premium subscriber? Then please log in with the information printed in the latest COSSMA issue.

Don't have a COSSMA account yet?

Subscribers need a personalized account* to view protected online content. Please register an account!

Registration

* If you have a COSSMA Digital Subscription and also have an active BEAUTY FORUM account, then you do not need to register again, but simply use your BEAUTY FORUM account credentials to log in.

More about:

Advertisement

News Marketing

Advertisement