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.
新しいショッピングサイクル
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.
体験としての美
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:
- 塗布したときの感触はどうですか？
- 塗布することで、製品はどのように視覚的に進化していくのでしょうか？
- 香りはどうですか？
- 香りは、無意識に味を与えているのでしょうか？
- 他のお客様の声をお聞かせください。
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.”
センサリー・インパクトの創出
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.
五感への働きかけ
- 触感。3つの増粘剤の組み合わせで得られるムース状のテクスチャー。Covagelが瞬時に冷却効果を発揮し、Covacryl MV60がやわらかさを伸ばします。Covasilic 15が適度な硬さを与え、配合をまとめ上げる。最後に、Fucosorb WP海藻エキスが抗炎症作用をプラスします。
- 視力。イエローとレッドの2色のUnicertsをブレンドすることで、スイカのような色合いを実現しました。
- 香り：他にはない、Sensient Flavorが自社で開発したスイカの香り。
- 味わい：スイカの香りは、甘い夏の日を連想させる。
- 音：お褒めの言葉をいただいています
Learn more about our products here and contact us to explore the sensory possibilities with Sensient for your next formulation.
