How ingredients suppliers are reacting to the sensorial and textures trend

By Simon Pitman contact

- Last updated on GMT

Ingredients suppliers react to sensorial and textures trend

Related tags: Cosmetics, Marketing

Gone are the days when consumers would settle for any old gloop. If a product does not have the right skin feel consumers won’t be back for more.

This is why, when you speak to any of the big cosmetics and personal care ingredients companies and ask them what are the big trends in the industry, sensorial and textures is the first to pop up because it is what manufacturers are asking for.

Consumers assess sensorial sub-consciously

For most consumers assessing the sensorial attributes of a product is a sub-conscious decision-making process. The first thing we do is smell the formulation, then rub it in to see how it feels.

Too greasy. Put it back on the shelf. Too runny. Put it back. Fragrance is overpowering. Put it back.

With increasing competition in this sector, sensory now matters more than ever to help a consumer really fall in love with every aspect of your product,”​ wrote Belinda Carli, in an article for Cosmetics Design back in July.

“With so many products, and so much choice focussed on sensory, it is important to captivate your target market from that very first touch through to everyday use. It’s almost as important now as how well the product actually works!”

What are ingredients companies doing about it?

The big ingredients companies are all over this trend, which has only gained more and more momentum during the course of the past several years, to the point where it cannot be ignored.

Lucas Meyer has always been a forward-thinking ingredients supplier, and was ahead of the curve when it introduced its ‘happiness in a jar’ concept in 2015.

The company took the idea of sensorial and texture one step further with its Lecigel gelling agent, by monitoring consumers’ reaction to skin application, including measuring the dilation of pupils and facial expression.

Croda highlights its hair care capabilities

The world’s biggest cosmetic and personal care supplier, Croda, is also playing a big part in the sensorial and textures, and has been platforming its capabilities in a variety of ways.

The company has been working around the idea of giving its customers new attributes that will wow the consumer, while remaining effective.

At the NYSCC Suppliers’ Day event in New Jersey earlier this year, the company’s US marketing manager explained more about what the company is offering in this area, specific to the hair care category in this video interview​.

Evonik develops a tool focused on sensory

Meanwhile, Germany-based fine ingredient player Evonik has raised the profile of its offerings in this field by developing a tool designed to help formulators working in skin care determine specific sensorial and texture attributes.

Called the Sensory Kaleidoscope tool​, it relies on a sensory map that has been developed as an interactive tool specifically developed to help find the exact sensory qualities by establishing the best emulsifier for the job.

Ultimately the tool can help turn the latest sensory trends and desired skin feel into new products, the developers say.

Related topics: Formulation & Science

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