Through the Xelestia collection, IFF reinterprets its ingredients into four sensory universes (Neptunian Shores, Silva Lumina, Cosmic Odyssey, Cloud Sanctuary) inspired by the fantastic kingdoms of gaming. Four universes in which it is also possible to immerse yourself in an online game!
The collection aims to “inspire brands, enhance real-life experiences with interactive and innovative features, and transform shopping into an immersive, multi-sensory journey,” says Johan Jansen-Storbacka, Personal Care Director at IFF.
In the Neptunian Shores, a fascinating underwater world, we can find a translucent HydraPearl face serum with suspended blue oil droplets. It contains Genencare osmolytes to hydrate, protect and energize the skin.
The Cosmic Odyssey realm features a purifying shampoo paste containing less than 15% water, which includes Aurist AGC biopolymer for improved styling and enhanced protection against UV and oxidative stress.
For the body, a moisturizing foam lotion, from the Cloud Sanctuary realm, offers a luxurious, light experience. It features a skin-revitalizing bio-polymer Aurist AGC, and active ingredients such as prebiotic moisturizer Genencare XL, which supports microbiome diversity, and moisturizing osmolyte Genencare OSMS BA.
“Consumers are increasingly navigating between real and virtual worlds, with younger consumers especially eager to interact with digital elements that blur the lines between reality and imagination,” highlights Bernardo Fleming, director of trends and foresights, at IFF Scent. “Gamification is one way in which brands can improve engagement with consumers – offering escapism and adventure.”
The formulation collection will be showcased at in-cosmetics Global in Amsterdam at IFF stand (12H60) from April 8-10. “Xelestia The Game” can also be played by visiting the Xelestia product webpage.
In addition, the LMR Naturals team, in collaboration with the IFF Scent team, will showcase its latest innovations in natural extracts for cosmetic and fragrance solutions.
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