Asian cosmetics have long centered around the natural look: fair, pure skin accentuated by innovative brow and lip effects. Particularly in Japan and Korea, concealing imperfections is still as important as ever; even young men are seeking that extra glow.
Yoga skin, for example, is described as “a look that feels real.” This trend, emulating “the radiance you have when you step out of the yoga studio – juicy, dewy and super-hydrated,” first caught on in Asia. Like so many other styles that start in this region, it soon gained popularity in Western countries, reminding us that there’s much more to makeup than meets the eye.
Le nouveau cycle d'achat
Younger generations have changed the way beauty products are sought, bought and marketed. Shopping now starts on YouTube or other video platforms, where brands can partner with influencers to demonstrate and endorse their products. At this point, the consumer is simply browsing and looking for ideas before moving to Instagram (or perhaps a specific brand’s website) to investigate further.
The challenge with online shopping for cosmetics is the limited ability to capture colors, textures and scents. So, brick and mortar stores are getting creative. They’re reimagining—and even reinventing—their retail atmospheres.
La beauté comme expérience
In Asia, home to many of the world’s oldest and most beloved beauty brands, quality makeup is commonplace. It’s the process of applying the makeup that consumers in these markets value and view as a differentiator. Enter the in-store makeup bar, a social and sensory experience that answers questions such as:
- Quelle est la sensation du produit lorsqu'il est appliqué ?
- Comment le produit évolue-t-il visuellement lors de son application ?
- Quel est le parfum ?
- Le parfum donne-t-il un goût implicite ?
- Que disent les autres clients à propos de ce produit ?
Online, these questions appear as static reviews or FAQs. At the makeup bar, they come to life through the five senses and the imagination. Sophisticated makeup bars even offer coffee, beverages and snacks, a la a traditional “bar.”
Créer l'impact sensoriel
What does all of this mean for formulators? Cosmetics suppliers are allocating resources toward enhancing the entire shopping and application experience to appeal to the senses beyond that of sight. In the process, they are turning to Sensient Cosmetic Technologies to provide ingredients that bring sensory appeal to beauty products. For example, our Soothing Watermelon SCD 6117 gel.
Comment cela mobilise les cinq sens
- Toucher : Une texture mousseuse obtenue par la combinaison de trois épaississants. Le Covagel procure un effet rafraîchissant instantané, tandis que le Covacryl MV60 prolonge la douceur. Le Covasilic 15 apporte juste assez de fermeté pour maintenir la formule. Enfin, l'ajout de l'extrait d'algues Fucosorb WP ajoute des qualités anti-inflammatoires.
- Vue : Une véritable teinte de pastèque obtenue en mélangeant 2 Unicerts, le jaune et le rouge.
- Odeur : quoi d'autre, la pastèque, développée en interne par Sensient Flavor.
- Goût : Le parfum de la pastèque rappelle une douce journée d'été.
- Le son : Nous entendons certainement les compliments !
Learn more about our products here and contact us to explore the sensory possibilities with Sensient for your next formulation.
