Cosmetics ingredients company IFF has launched Xelestia: The Game, to “highlight how personal care brands can leverage the rising trend of phygital escapism and immersive experiences,” it said.
The game is centred around skin and hair ingredients and features four imaginative terrains, where players can collect virtual formulation prototypes inspired by the landscapes.
“Navigating between real and virtual worlds”
The concept will be showcased at this year’s In-Cosmetics Global event in April.
Explaining more on why it has taken this direction, director of trends and foresights at IFF Scent, Bernardo Fleming, said that consumers are increasingly navigating between real and virtual worlds, and that younger people are especially eager to interact with digital elements that “blur the lines between reality and imagination.”
IFF said that despite the uncertain economic climate, consumers are looking for immersive, creative, affordable treats that “provide micro-moments of joy in an otherwise chaotic world.”
It said its research reveals that “shopping is now a multi-sensory experience.” For example, it noted that 86% of those who purchased in-game items also purchased the corresponding physical product.
According to director, personal care, health & biosciences at IFF, Johan Jansen-Storbacka, the company has decided to launch its 2025 concept formulation collection alongside a mobile game to bring the rising trend of phygital escapism to life.
“This innovative approach allows us to showcase our science, ingredients and concept formulations in a unique and captivating way, blending real and virtual worlds,” he said.
“By doing so, we aim to enhance consumer engagement, offer a memorable experience and highlight the creative potential of our science.”
He said the ultimate goal is also to inspire brands to elevate real-life interactions through innovative and interactive features that will “transform shopping into a multi-sensory, immersive journey.”
Four worlds to inspire cosmetic formulation
The four terrains it will showcase are: underwater world Neptunian Shores; an enchanted woodland Silva Lumina; space-inspired Cosmic Odyssey; and peaceful Cloud Sanctuary, which envelopes players with cosy, soft textures.
As an example, visitors to the Cosmic Odyssey realm can experience a purifying shampoo paste containing less than 15% water. Each concept highlights multiple ingredients from across the IFF portfolio.
Jansen-Storbacka said gamification is also gaining traction in beauty marketing and he pointed out that brands are incorporating gaming elements like reward-based games, interactive quizzes and virtual try-ons to enhance user engagement. “Play is seen as a tool for self-discovery, connection, and learning, promoting joy and inclusion,” he said.
He also pointed to a statistic from WGSN that stated that 45% of global consumers are more likely to buy from brands that ‘offer joy’.
“This trend is primarily driven by younger consumers, particularly Gen Z, who are digital natives and crave tangible experiences that can be shared online,” he continued and mentioned another WGSN statistic: that 92% of Gen Z engage with gaming by either directly or indirectly playing or viewing games.
Looking forward, Jansen-Storbacka said that IFF anticipated that the focus on immersive and interactive experiences will grow and become a significant trend in the beauty industry.
“As consumers look for more engaging and personalised ways to connect with brands, the integration of digital and physical worlds will become increasingly important,” he said.
“This trend is fuelled by a desire for unique, memorable interactions that go beyond traditional product offerings, ultimately enhancing brand loyalty and consumer satisfaction.”
