With a greater emphasis on skincare and sustainability claims, a new report highlights how the fast pace of change in the color cosmetics category is being driven by developments in the digital realm.
Beauty needs have shifted drastically since COVID-19, with consumers turning to cosmetic and personal care products for joy, fun and creativity versus to simply conform to societal standards, says a multi-sensory marketing expert.
US-based Stanford University is working with international beauty major L’Oréal to investigate skin tightness, looking at how mechano-receptors send signals into the neural circuit upon application of a topical.
Portugal-based contract research firm PhD Trials has found that the environmental space surrounding the skin can influence sensorial response and induce neural activity, creating exciting promise for cosmetics.
The beauty industry has waded through a tough two years but come out stronger and more resilient as it edges deeper into a very different consumer landscape, says the executive editor of market insights firm Beautystreams.
![Joy has become a key word for beauty post-pandemic and many brands are succeeding in creating emotional connections via sensory innovations like texture, scent and packaging [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/04/13/beauty-post-pandemic-focusing-on-sensory-innovation-to-promote-joy-fun-and-creativity/16333288-1-eng-GB/Beauty-post-pandemic-focusing-on-sensory-innovation-to-promote-joy-fun-and-creativity.jpg)
![The sensation of skin tightness is widely known but the mechanism behind it is still not fully understood [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/11/07/stanford-university-and-l-oreal-researching-skin-tightness-and-neural-response/15919988-1-eng-GB/Stanford-University-and-L-Oreal-researching-skin-tightness-and-neural-response.jpg)
![Contract researcher PhD Trials has coined a new concept - the emossome - as the influencial space surrounding the skin, able to induce neural activity [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/10/19/phd-trials-presents-emossome-concept-of-skin-and-surrounding-space-as-influential-to-brain-activity/15864941-1-eng-GB/PhD-Trials-presents-emossome-concept-of-skin-and-surrounding-space-as-influential-to-brain-activity.jpg)
![Despite a very different post-pandemic landscape, there are key consumer and planetary needs driving trends in beauty [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/31/beauty-trends-after-covid-19-feature-fun-sensory-personalised-and-eco-friendly-says-beautystreams/15459838-1-eng-GB/Beauty-trends-after-COVID-19-feature-fun-sensory-personalised-and-eco-friendly-says-Beautystreams.jpg)
