At first, all cosmetics and toiletries can be considered allies of beauty and health. Although the characteristics that generate well-being are usually present in any product of this sector, in some of them it can be more evident. It is the products that act in some way in the area known as ’emotional beauty’.
“Emotional beauty is nothing more than how consumers feel about using that product,” says Gisele Sousa, DSM’s Director of Personal Care in Latin America. “And product use is not just when it passes a body cream, for example. The awakening of consumer emotions begins when he sees an advertisement or advertisement about the product, or when he goes to a store and sees a beautiful packaging, ”he adds.
However, the product has to deliver what it promises. The executive warns that if you do not deliver all the benefits, the consumer may not buy it again. “In a nutshell: the more senses – auditory, sensory, visual and olfactory – we awaken in a consumer, the more he will feel beautiful, that’s the ’emotional beauty’,” he says.
One claim that arises from today’s life, especially in big cities, is anti-stress. Products that help minimize the effects of stress – not only on the skin, but on hair and body in general, including emotions – can fit into this range of ’emotional beauty’ items.
Proven Combat – Gisele explains that human skin responds naturally to periods of stress by forming more cortisol through a specific enzyme, 11β-HSD1 (Hydroxysteroid 11-Beta Dehydrogenase 1). According to her, this release of cortisol, the so-called stress hormone, is a reflex of normal and healthy adaptation. However, cortisol can turn into a skin enemy if it remains in excess over a long period of time.
“In addition to practicing stress coping techniques, there is a strong consumer interest in cosmetic treatments that help the skin cope with stress and reverse any negative effects such as thinning of the skin, loss of elasticity and weakening of the barrier in general.” , says the director.
She points out that DSM has designed and patented a new cosmetic ingredient called Bel-Even, which inhibits 11β-HSD1 in vitro. “It was developed specifically for skin care applications using a rational design approach. It locally rebalances the negative effects of stress on the skin and visibly reduces the signs of a stressful lifestyle, ”he says. With this active, the executive adds, the manufacturer can use the claim anti-stress in its product, including because there are studies that prove the effectiveness of the ingredient.
Mindfulness – In the view of Adriana Lima Domingos, Basf’s personal care marketing manager in South America, all cosmetics aim to improve the quality of life by increasing the self-esteem of those who use them, but there are some products that are developed. especially to increase emotional satisfaction. This is based on touch experiences, fragrances or bioactive materials developed for this purpose.
Following this trend and the concept of mindfulness, or the pursuit of well-being, the company developed in its laboratory in France the bioactive Hyalurosmooth, a vegetable alternative to hyaluronic acid, which helps relieve the symptoms of stress on the skin and hair.
“Unsurprisingly, the daily unrest interferes directly with the quality of life. With that in mind, Basf experts have thoroughly studied the impact this interference can have on skin and hair. They found that the increase in stress-related hormone cortisol induces a series of changes in the skin, such as decreased thickness, decreased synthesis of collagen and glycosaminoglycans, especially hyaluronic acid, as well as increased sagging, inflammation and inflammation. interference in the healing process ”, says Adriana.
For this purpose, the manager points out that bioactive helps balance the interaction of high cortisol levels with the skin, restoring its natural state of well-being. “Its action on the skin is related to deep and immediate hydration, as well as increased collagen and hyaluronic acid production, reduced fine lines and wrinkles, and increased radiant appearance.”, says.
In addition to this bioactive, the supplier has texturizing polymers and emulsifiers, as well as emollients associated with the experience of well-being and skin protection in the deepest layers. Still following the trend of ’emotional beauty’, Basf offers the emollient Cetiol Sensoft, for which an ‘Objective Emotional Assessment’ was conducted with consumers and observed the psycho-physiological profile of emollients, through the activity of facial muscles, that refer to positive and negative perceptions.
In the case of this emollient, the activity of the Zygomaticus Major muscle – the one that people use to sketch a slight smile – indicated a significant positive emotion when applied to the skin. “This emollient offers a luxurious sensory as soon as applied and will be transformed during application, with a silky and velvety touch”, explains the manager.
Beyond the body itself – Consumer perceptions can go beyond what they use on their body and also influence their satisfaction, generating positive or negative results in emotions. Defending this hypothesis is Andrea Adams Schvan, personal care product development manager at MCassab.
“In addition to the products that benefit their users, making them more beautiful and happy, there are some that directly impact the actions of their choices, directly reflecting on their emotional. Today, for example, users are much more attentive to choosing environmentally friendly products that are not tested on animals. They already understand the impact of their choices that reflect on their emotional, ”he says.
The executive explains that the company, working on this type of development, seeks to understand the history and trajectory of the manufacturer in the market and the target audience he wants to reach. “For a product to be classified as ’emotionally beautiful’, you need to understand these aspects, translating them into a finished product followed by marketing concepts.”, says.
Miscellaneous Opportunities – The choice of cosmetic product prioritizes the search for balance and well-being. This is the focus companies should have on developing ’emotionally beautiful’ items, according to Paulo Sevilla, Croda’s regional marketing manager. In his opinion, there are several products that can provide this feeling. From those that have actives that promote clear skin or hair benefits, that bring different textures, that provoke or rescue sensations and feelings as natural extracts, to those that illuminate and highlight the skin, such as makeup items.
“Coupled with this, sustainability and social responsibility concepts increase consumer loyalty to brands with a purpose built into the product beyond its intrinsic benefit,” he says. “What started as a movement and a concern of some consumer niches for the search for vegan and natural products that do not impact the environment has gained momentum and has already been reflected in the decision to purchase cosmetics and beauty and hygiene items.” , complete.
The executive points out that Croda is always connected with these trends and investing in innovations and technologies that create ingredients and increasingly responsible formulations and also provide more than beauty, combining well-being and quality of life. Among the company’s latest and latest releases that fit what can be termed ’emotional beauty’, Seville cites the latest natural extracts from the Crodarom brand.
Like the Crodarom Phytolea line, a sustainable range of high quality delicate and sophisticated vegetable oils. They are 100% natural, byproducts of the food industry and without the presence of preservatives or additives. In addition, they have characterization of fatty acid composition.
Another solution is Crodarom Green Caviar, an extract that provides hydration of up to 24 to the skin. More than providing well-being, elegance and simplicity based on the rituals of Asian culture, its extraction process is also engaged with the local community’s codes of conduct and ethical commitment, thus respecting their characteristics and the native environment.
Seville also highlights Crystalide, the latest launch of the Sederma brand, which provides a lightened effect to the skin by exerting a bioharmonic action – balancing epigenetic and inflammatory skin phenomena and harmonizing the maturation process of keratinocytes, leaving the skin smoother. light, smooth and smooth – and the Moonshine Effects Pigments line, a global launch designed to create effects and sparkles on a wide range of skin, hair and make-up products that contribute to self-esteem and a sense of confidence and well-being. on consumers.
Source: H&C Magazine
