Searching for happiness!

A desire by consumers to take better care of themselves

The world is becoming more and more stressful, we are entering an "age of anxiety": the number of people affected by depression is skyrocketing on all continents and will be the leading health risk by 2030.

A few examples around the world already show the urgency of the situation:

• In Japan, some people are cutting themselves off from social contact and fleeing society. They are called "Hikikomori", and this phenomenon is not restricted to this country: other cases have also been observed in the United States, South Korea, Hong Kong, Spain, France...
• In the United Kingdom, awareness of mental health problems is important because the country is going through a crisis. Communication campaigns are strong in the various media, notably BBC Radio One, the country's most listened-to radio station.

The awareness of the importance of happiness has led to the emergence of new professions, with, for example, the creation of the position of "Chief Happiness Officer" in certain companies to maintain a good mood at work. This same trend can be found in the beauty industry with the introduction of new skincare rituals (massages, skin yoga...), the creation of psychoactive perfumes to improve the general mood, or the use of color psychology in the design of packaging.

Listening to one's body and taking care of oneself are growing trends in the cosmetics industry because they are perceived as a response to a harsh daily reality

Bringing well-being to win the heart of the consumer in cosmetics

The cosmetic industry is turning to a holistic approach through wellness, positivism and the creation of products to be used in the bathroom to have moments "for oneself". This allows the consumer to disconnect from an exhausting world and bring serenity and happiness. The choice of texture and ingredients are key to triggering a feeling of well-being: this is the new goal of beauty.

The sensoriality of cosmetic products and the pleasure of using them are now crucial parameters in the purchasing process. Indeed, the consumer chooses to use a product (and then repurchase it) because of its comforting effect upon application, its touch or its smell... Nowadays, brands go beyond classical claims such as moisturizing or soothing: the goal is to stimulate the consumer!

A study on Seppic polymers was conducted, using different innovative methods to measure consumer preferences. The results showed that SIMULGEL™ I-NS 100 and SEPINOV™ EMT 10 aqueous gel generated pleasure upon application among consumers. On the other hand, the aqueous gel of SEPIMAX™ ZEN was considered an innovative texture by more than 60% of consumers, with a surprise effect upon application.  All these positive reactions around the application of the formula can be important factors for re-purchasing the product.

The EMOSMART™ and EMOGREEN™ ranges were also tested under these conditions: it was found that both ranges were as much appreciated as oils that have been used for decades by the cosmetics industry for their sensory properties, such as dimethicone. 

In the illustrative formula "Spiritual massage cream relaxing", EMOGREEN™ L19 at 10% brings slipperiness to the application, playtime for an optimal massage and a pleasant use of this cream.

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The importance of texture in pleasing the consumer

Sensory analysis allows us to scientifically measure the way humans perceive their environment through their five senses. This is particularly the case for characterizing the pleasant touch effect of cosmetic products. The robust statistical results of these studies are essential for making decisions about product launches and positioning. They are to be completed with consumer tests to judge the appreciation and acceptance of the product.

The Seppic sensory panel evaluates formulas during application on the skin or hair and according to different criteria in order to obtain precise data and a complete understanding of product perception. These results can also be combined with instrumental measurements to obtain a complete sensory profile of the texture. 

For example, the sensory profile of the EMOGREEN™ range was compared to that of a volatile silicone oil during the different stages of the sensory evaluation

The two light emollients EMOSMART™ (L15 and L19) are evanescent, have a shorter playtime and play the role of the head oils. EMOSMART™ V21, as well as EMOGREEN™ L15, impart a pronounced slipperiness to the texture, characteristic of core oils. EMOGREEN™ L19 and C69 and EMOSMART™ C28 are defined by their touch, powdery and nourishing respectively, perceived at the end of the application.

Rheological modifiers play an important role on the sensation on the skin especially during application. Depending on the nature of the polymer used, a rich or quick-break effect can be felt when the formula comes into contact with the skin. Seppic provides a complete range of multifunctional polymers, which, beyond thickening and stabilizing functions, provide a wide range of textures and sensations. From ultra-light, fast-absorbing textures to luxurious comfort and specific sensations such as siliconized slip, the perceived sensoriality of Seppic polymers is specifically designed to meet the requirements of different applications..

Sensoriality to boost self-esteem

Thanks to campaigns around self-acceptance and self-esteem, cosmetic brands are launching products with the goal of creating a real routine, "time for yourself" with the aim of disconnecting and making happiness a real mojo in life! 

Seppic's complexion-correcting active ingredient, CERAMOSIDES™ HP, is perfectly in tune with the times.This original (patented) combination of 100% natural ceramides, identical to those of the skin and rich in omegas 3, 6, 9, gives the skin a boost and wakes up tired and mature skin... . By offering a 3-in-1 action to prepare and maintain a "zero defect" complexion,

Consumers feel more beautiful, more confident, with radiant skin. They are more accepting of their age, as shown by the "pro-aging" trend.  More and more studies and claims aim to show not only the technical effectiveness of the product, but also its perceived effectiveness for a complete holistic approach. ASPAR'AGE™ is a good example of a cosmetic active ingredient with a "positive aging" approach: following a study on age perception, it was shown that volunteers were perceived as younger by people who observed their photos after using a cream containing ASPAR'AGE™ after 28 days. 

Instead of fearing and fighting aging, consumers now want sensory cosmetic formulas to feel more confident!

So the cosmetics industry has a card to play in meeting today's consumers' expectations of well-being and self-acceptance. Creating products to take care of oneself, pleasant textures to use that make the consumer live a real pleasure experience, adopting active ingredients that will help consumers accept themselves and feel good about their bodies... 

Sources

• Japan struggles to keep loneliness at arm's length - The Japan Time, November 2018
• The plight of japan's modern hermits, BBC, January 2019