Emotions dominate make up selection

By Natasha Spencer

- Last updated on GMT

Emotions impact make up

Related tags: Cosmetics

Customisation and personalisation within colour cosmetics has been a hot trend of 2017, so we caught up with Marty Lumain, a Chemical Engineer at Seppic to talk about the role that emotions play in shaping our cosmetics choices.

In our latest Cosmetics Design Asia special newsletter, we looked at how brands are striving to better understand their consumers to develop and market products that truly appeal to their needs​. 

As bespoke beauty provides consumers with multiple options, brands are now looking at how and why consumers are inspired to customise cosmetics options.

Multicultural cosmetics

According to insight from market research company, Euromonitor International, customisation is set to be a defining trend for skin care in the Korean market and Asia-Pacific region. 

“The trend is gaining momentum in response to the increasing consumer demand for personalised skincare products, which is particularly evident in the rise of multicultural beauty,”​ emphasised Marty Lumain, a Chemical Engineer at Seppic.

In today’s multifaceted beauty landscape, “consumers are eager to see personalised products that cater to age, moisture balance, ethnicity, gender and lifestyle,”​ revealed Lumain. 

Emotions on the up 

Industries assess and review influences on purchasing choices on an ongoing basis. Seppic announces how “research has shown impulse purchases are guided by emotion in eight out of ten instances”​, indicating the importance of emotions when it comes to buying products and services.

Forrester’s analysis of first wave 2015 CX Index data, for example, indicated that emotion is the number one factor in customer loyalty.

Cosmetics companies are now ploughing resources into how they can accurately and effectively “measure emotions to better understand consumer behaviour”​. 

Connected devices including emotion trackers built into wearable tech are being developed, as well as software that can analyse emojis.

Senses count

Experiential shopping that attracts the senses forms part of the contemporary customer purchasing journey.

As a result, "formulators are having to adopt a holistic approach to cosmetic design, taking into account appearance, spreading and perceived benefits,"​ added Lumain. 

Mood paint

Health and beauty ingredient designer, Seppic, has released its ‘Mood Paint’ texture bar to enable customers to develop new looks through its ingredient palette.

To spur creativity through customisation, Seppic's five beauty care laboratories have designed eleven new emotion-stimulating formulations that have been inspired by cosmetic trends and various artistic movements such as Street Art, Pop Art, Surrealism, Naïve Art and Renaissance Art.

Highlighting how innovation can alter sensory interpretation, in-cosmetics Korea visitors will be able to explore formulations including the Perfect Body Illusion that has taken inspiration from optical illusions, and Pop Art-inspired tube masks that are designed to be applied in layers on the face. 

Marty Lumain from Seppic will deliver a technical seminar on Mood Paint, called 'When painting inspires your emotions', on 22nd June, 11.15am -11.45am, at the upcoming in-cosmetics Korea show. For more information, visit http://korea.in-cosmetics.com​.

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