Sensory Appeal: Sensory enhancers in focus at in-cosmetics Asia

By Amanda Lim

- Last updated on GMT

Sensory Appeal: Sensory enhancers in focus at in-cosmetics Asia
Visitors to in-cosmetics Asia can experience the appeal of sensory enhancers first hand with the event’s special Spotlight On Sensory Enhancers as texture and scent become increasingly influential to consumers.

While efficacy is undeniably important in cosmetics products, how the product feels, smells and looks are now equally significant in determining the quality of cosmetic products.

The Spotlight On Sensory Enhancers will give visitors a closer look at today’s most innovative ingredients which can improve and enhance the feel and smell of cosmetic formulations.

“We would urge visitors to make sure they visit the Spotlight On Sensory Enhancers area,”​ said Sarah Gibson, Event Director of in-cosmetics Asia​.

In addition to the spotlight, visitors can sit in on an exclusive marketing trends presentation on November 1, which will highlight leading technologies and ingredients that are influencing today’s formulations.

Communicating efficacy with experience

Today, the sensory experience of a product affects the consumers’ perception of its quality and efficacy.

It can even elevate consumer’s perception of the product. Novel products such as powder-to-cream foundations or self-heating thermal masks, are now viewed as premium products by consumers.

As brand formulators began to understand that consumers are placing more importance on product experience, the concept of sensory enhancer started to gain traction.

“We know that cosmetics manufacturers are increasingly considering the sensory features of their products to establish a better, all-round experience for consumers,”​ said Gibson.

“Achieving a sensory element to products – whether that is smell, touch or feel on the skin – creates much greater value in the minds of consumers and can help to differentiate one product from another.”

New technologies

With new sensory enhancing ingredients such as gels and jellies, formulators are able to give consumers a fresh take on traditional favourites such as body moisturisers and face masks.

Among the new ingredients being showcased at in-cosmetics Asia is the Vivapur CS Sensory 5 from J. Rettenmaier + Söhne GMBH & Co KG. A microcrystalline cellulose, this ingredient increases smoothness to add slip, fluidity and lubricity, giving formulations that sophisticated touch consumers tend to appreciate.

Other ingredients specialists showcasing sensory enhancers to take a look at include Mama Chem Co Ltd, Japan Co Ltd and Kaneda Co Ltd.

To learn more about sensory enhancers, visit in-cosmetics Asia which takes place from October 30 to November 1 at the Bangkok International Trade & Exhibition Centre (BITEC). Registration for this year’s event is free of charge and can be completed here​. 

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