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.
US-based Stanford University is working with international beauty major L’Oréal to investigate skin tightness, looking at how mechano-receptors send signals into the neural circuit upon application of a topical.
![Joy has become a key word for beauty post-pandemic and many brands are succeeding in creating emotional connections via sensory innovations like texture, scent and packaging [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/04/13/beauty-post-pandemic-focusing-on-sensory-innovation-to-promote-joy-fun-and-creativity/16333288-1-eng-GB/Beauty-post-pandemic-focusing-on-sensory-innovation-to-promote-joy-fun-and-creativity.jpg)
![The sensation of skin tightness is widely known but the mechanism behind it is still not fully understood [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/11/07/stanford-university-and-l-oreal-researching-skin-tightness-and-neural-response/15919988-1-eng-GB/Stanford-University-and-L-Oreal-researching-skin-tightness-and-neural-response.jpg)
![Self-care habits during the pandemic is driving consumers to embracing sensory beauty products. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2021/09/02/wellness-driven-consumers-seeking-comfort-in-sensory-beauty-products-dow/12787460-1-eng-GB/Wellness-driven-consumers-seeking-comfort-in-sensory-beauty-products-Dow.jpg)
![SK-II’s latest research into skin ageing has revealed data that it claims enhances the relevance of its hero ingredient, PITERA, to a younger demographic of skin care consumers. [SK-II]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/article/2023/09/20/sk-ii-s-latest-breakthrough-boosts-pitera-relevance-to-younger-consumers/16721360-3-eng-GB/SK-II-s-latest-breakthrough-boosts-PITERA-relevance-to-younger-consumers.jpg)
![An extensive network of brick-and-mortar stores will be crucial in attracting global brands to India. [Nykaa]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/nykaa-beauty-chief-says-extensive-physical-store-network-crucial-in-attracting-global-beauty-to-india/16757597-1-eng-GB/Nykaa-beauty-chief-says-extensive-physical-store-network-crucial-in-attracting-global-beauty-to-India.jpg)
![[SUGAR Cosmetics]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/article/2023/09/19/estee-lauder-l-oreal-on-trends-and-developments-in-india-s-beauty-market/16744742-1-eng-GB/Estee-Lauder-L-Oreal-on-trends-and-developments-in-India-s-beauty-market.jpg)
![Dot & Key has grown five times over the past couple of years after repositioning it to attract mass market audiences. [Dot & Key]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/dot-key-grows-five-fold-since-2021-on-the-back-of-repricing-efforts/16714823-1-eng-GB/Dot-Key-grows-five-fold-since-2021-on-the-back-of-repricing-efforts.jpg)
