This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here.
As well as performance, it’s the sensorial experience of using a beauty product that delights consumers.
Scent has long been the primary sensory element of the beauty routine, but more recently, texture has moved into the spotlight.
On TikTok, fluffy, whipped formulas have put skin care brands such as Truly Beauty on the map, jelly-like lip and blush textures have gone viral for make-up brands such as Milk and Violette_FR, while ASMR beauty content remains highly popular: there are over one billion posts related to make-up ASMR.
Nevertheless in hair care, while the scent of a product and the aesthetics of the packaging weigh heavily in their sensorial appeal, texture has played a quieter role, creating space for brands to capitalise more fully on the sensory beauty movement.
Whether it’s a playful texture that delights and surprises consumers or thoughtful packaging that makes a product more engaging or inclusive to use, there is an opportunity for brands to elevate the hair care routine further through the sensorial appeal of their products.
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