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The influence of emotions on the beauty industry

March 26, 2020

The beauty industry is studying the emotional impact on their products purchasing behaviours.

 

The emotional approach of the beauty industry

A study showed that both the emotional and utility aspect of beauty brands had a significant impact on consumer satisfaction, but that the emotional component had a greater effect.

The beauty industry will have many advantages through the emotional approach

 

It is possible that for cosmetic and skin care products, happiness and happy molecules are the latest trend. Cannabidiol-based cosmetic trends (CBD) are a good example for that. But due to some regulatory barriers related to the use of this substance, cosmetic manufacturers are forced to activate other molecules.

Givaudan introduced Sensityl at the  in-cosmetics Global tradeshow that was held in Paris Sensityl. Sensityl is an active cosmetic ingredient developed from microalgae with strong calming effects and the ability to positively affect consumers mood. Pauline Martin, Global Communications & Events Manager at Givaudan, said that consumers had fewer and fewer problems accepting their wrinkles.

Givaudan used tests developed in Sensityls scent to prove the effectiveness of their ingredients on consumer mood. The main mission of the beauty industry is to bring emotion to consumers. Pauline Martin said that they were able to demonstrate this effect scientifically at that moment.

Besides, Edith Filaire, Scientific Director at Greentech, said that the links between physiological and psychological well-being had been known for a long time. they knew that aging was linked to a decrease in self-esteem. These psychological changes could also be related to changes in hormonal levels. The application of a skincare cream could improve wellness, but the effect might be quantified using scientifically validated tests.

Therefore, the beauty industry will have many advantages thanks to the emotional approach.

 

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