Taking sensorial cues from the spa industry
Repêchage specializes in skin care formulated with seaweed and boasts a wide collection of products from mineral makeup to body care, as well as an array of facial skin care products for anti-aging, cleansing, toning, moisturizing, exfoliating, etc.
And every year, the company brings spa owners and estheticians from around the world together for a day of celebration and learning.
Mind, body, beauty
The world of technology and all things digital may not be the future of beauty. Andrea Bovero believes experimenting with the newest tech may be useful, but that because human experience is innately sensorial it’s best to focus on things consumers can touch, hear, smell, and see in the real world. He suggested that a multi-sensory product experience is preferable to augmented reality.
His talk at the Repêchage event last Monday, was titled, Mind & Body Integration: The Brain and Skin Care Connection. And, it made the case for brands to pay careful attention to consumer’s senses. “If you work on the senses of consumers you work on the loyalty of consumers,” says Bovero.
He discussed how the body’s skin and nerves develop very early and the skin and brain communicate directly thanks to the neuro immune cutaneous system. Sensation sparks memory, and fragrance does this best.
“A scent has the power to influence behavior and trigger memories almost instantaneously,” says Bovero. “When smell is combined with other marketing cues, it can amplify a brand experience and establish a long lasting connection with consumers.”
Adults, teens, kids
The conference also served as the launch event for the newest Repêchage product collection. Flavor-forward facial masks meant for all ages.
Today, natural and free-from skin care continues to gain popularly. And wellness at every age is the new beauty secret. Accordingly, anti-aging products are now used by people in their 20s and 30s as much as by people in the their 40s and 50s.
And at the same time more research is coming to light on the sensitivities of tweens and teens, and there’s an emphasis on teaching good skin care habits to ever-younger children.
All these factors are apparent in the new Fusion Spa Masks from Repêchage. Company founder and CEO Lydia Sarfati presented the product at the conference. The mask comes in four varieties, and the line comprises two at-home skin care products for now. Sarfati noted, however, that the company already has plans to extend the Fusion product line.