How a sun care product looks and feels is particularly crucial, because if a consumer does not engage with the application process, they won’t continue using a product. This has implications for both the consumer’s health, and the sale of the product.
According to industry experts, sensory benefits are becoming almost as important as how well a product actually works. Belinda Carli, director of the Institute of Personal Care Science, notes that recent research has shown a product can have a positive effect on emotion during application.
“With increasing competition in this sector, sensory now matters more than ever to help a consumer really fall in love with every aspect of your product,” she said.
The importance of a product’s look and feel has been rising in dominance as a focus for the industry over previous years.
Indeed, it has become such a staple consideration when formulating new products that sensory focuses are now being featured on the agendas of leading industry shows: in-cosmetics, for example, added a ‘Sensory Bar’ to its global show’s offering, where visitors can test innovative textures and new sensations.
Clariant’s sun care offering
Clariant is one ingredients supplier keen to tackle this demand, and has released a range of natural and holistic concepts for sun care solutions under a theme of ‘Be Cool’, which it showcased at the recent in-cosmetics Asia show.
“With growing health and skin aging concerns related to UV rays, consumer awareness of the need for sunscreen and other sun protection is increasing,” the company notes.
The new range taps into its BeautyForward programme, and offers sun care solutions across four fronts: Dare, protection that includes UV filters, Look, biospectrum plant-based products, Care, light and fresh sensory experiences, and Pure, sugar-based mild surfactants.