Beauty needs have shifted drastically since COVID-19, with consumers turning to cosmetic and personal care products for joy, fun and creativity versus to simply conform to societal standards, says a multi-sensory marketing expert.
Special Edition - Bright Beauty: Fun, Joy and Colour Across Cosmetics, Hair Care and Body Care
A one-hour skin care facial can induce celebral, cardiac, respiratory and muscular relaxation and drive positive emotions, thus improving overall wellbeing, say researchers.
The University of Lisbon is working to build a database of brain responses to individual fragrances to help industry better predict how consumers will respond to perfumes or scented beauty products.
Fragrance continues to be a dynamic and innovative field, with transparency, nostalgia and tech-forward formulations set to gain importance in the coming years, say industry experts.
Fragrance-flavour major Givaudan will acquire French artificial intelligence (AI) firm Myrissi to take on its cutting-edge sensory translating tech that connects smell, colour and emotions, enabling innovative storytelling and fresh consumer engagement...
The year 2020 has been acutely shaped by health, political and environmental uncertainty, and fragrance manufacturers and brands must consider this on an emotional level when working to connect with consumers, says a fragrance marketing expert.
Understanding consumers has long been the goal of any brand, but decoding emotion is extremely complex and requires the power of technology, says the founder of insights startup Spark Emotions.
The beauty and personal care industry has long advocated wellbeing and positivity and this messaging is now more relevant than ever with the ongoing coronavirus (COVID-19) pandemic, says Mintel.
Fragrance can communicate a sense of wellbeing and emotion in a way that no other element of a product can – its value is huge, says the president of the International Fragrance Association (IFRA).
Consumers have very limited cognitive capacity for paying attention and making decisions, but emotional advertising will innately grab their attention and can be powerful short- and long-term, says an expert.
Female consumers tend to be more open to beauty innovations that tap into mood, emotional wellbeing and self-care, but the male demographic still offers promise, says a global Mintel analyst.
The consumer wellness boom presents strong opportunities for beauty to target mood and wellbeing, through functional products, routine enhancement or powerful brand messaging, says Mintel.
The company’s new pledge is to ‘make you happy’, which it aims to do by highlighting sensory expertise that can give the cosmetic formulations the type of textures that has consumers coming back for more.
The global packaging provider has expanded its line of fragrance pumps in a bid to enhance the consumer experience with its ‘Emotions of Spray Collection’ as the fragrance industry continues to evolve.
A new report looking at the connection between US women and their cosmetic products has suggested that emotion plays a major role in how a woman connects with a product or brand.
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![Full ingredient disclosure, tech-forward formulations and nostalgic scents are going to be key in the next few years [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/09/fragrance-trends-2024-include-transparency-biotech-and-nostalgia-say-experts-at-in-cosmetics-global/15396043-1-eng-GB/Fragrance-trends-2024-include-transparency-biotech-and-nostalgia-say-experts-at-in-Cosmetics-Global.jpg)
