With a booming skin care industry, it is natural for the consumers to explore on multiple products and make a choice for what seems superior and more relevant according to the skin type and environment. Sometimes all we hear in the head is “what works best for our skin?”; “what product type should we go for?”; “I hope it does not cause any concern to my skin.” Saying that, the most considerate attribute of the formulation is the texture of the product and the feel upon application that describes the products with their unique contribution in overall performance which is hence the key to consumer preferences. Product efficacy ensures customer loyalty in the long run, but sensory appeal sells the product. The buying decision of the consumer is influenced by the sensory and feel of products.

Why is the texture of formulation so important?

Product texture is significant in creating a customer perception for its quality and efficacy. Beyond perception, texture also contributes to product benefits upon application, such as light feel, easy absorption, long play time. Cosmetic formulators must, therefore, evaluate the performance synergy of each ingredient contributing to the product texture and design their formulation such that the final texture is in synchronization with the marketing brief.

Skin care products, specifically are preferred based on their texture. To achieve the right texture, formulators must have a thorough understanding of emulsion technologies, one phase and aqueous systems. Texture is not just responsible to create physical and rheological properties of the emulsion, but also by how the skin feels upon product application and after product application. Consumers may characterize texture as a property that makes the product easy to pick up, creamy, spreadable, stringy or firm.

Why should we use different textures?

Textures depending upon different factors acquire different visual appearance and aesthetics of the product.

The formats of the different formulations depend greatly on the area of application and the efficacy of the formula. For example, the serums and the sprays would not be formulated as thick formulations so that it is easily spreadable and sprayable.

Similar theory applies to makeup, where majorly the ideal texture leads to more natural look and the one that fits the undertone as well as matches with the skin. Some ingredients synergy works in combinations revealing unique blends leading to the innovative textures. That way, each texture is able to serve a different purpose.

Thicker products, for example, tend to sit on the top layer and does not sink in the fine lines of the skin. On the other hand, serum tends to be thinner fluid form and thus can reach multiple layers into your skin, making it ideal for the skin.

How product texture enhances overall product feel?

Product texture is endlessly important in creating a perception of desired quality and efficacy. Beyond perception, texture also contributes to product benefits, such as moisturizing, soothing, instant glowing, smoothing properties. Cosmetic formulators must, therefore, evaluate the synergistic effect of each raw material inclusive in the formulation contributing to the product texture and build their formulation such that the final texture is in line and aligned with the desired consumer expectations as per the marketing brief.

Skin care products, in particular, are judged by their texture. To achieve the right texture, formulators must have a thorough understanding of emulsions. Texture is characterized, not only by the physical form of the product and the flow or rheological properties of the emulsion, but also by how the skin feels on the product application and after the product application. Consumers may characterize texture as a property that makes the product easy to pick up, creamy, spreadable, stringy, firm or sprayable. They may also classify the texture of a product by the smooth, soft, feathery or rich feel as it leaves on their skin.

In order to meet the targeted rheological properties and to achieve a texture, it is absolutely necessary to have a favorable consumer appeal and meet the consumer demands, formulators of cosmetics and personal care products must find the optimal combination of emulsifiers, rheology modifiers, thickeners, emollients and other additives.

Adding to the fun experience for the consumers using beauty care products, fun formats of few textures have also been included:

Self-leveling Ice Gel

It is the unique texture of ice like appearance which appears to be like crushed ice on pick up and melts when comes in contact with the skin. It’s unique ability to reform the texture after the pickup of the formula makes it different from others.

Self-separating biphasic micellar water

It has been proven to be effective for make-up removal and its self-levelling properties adds some fun to this application.

Cleansing balm is another prime example

This semi-solid formulation balm enables blending of the dirt with the oils in the formulation thereby leading to removing makeup and dirt. This when rinsed with water, cleanses the area of application thoroughly while bringing some surprise during usage due to the texture transformation.

Textures re-emerging through serum

Efficacious serum formulations are still meeting consumer demands, especially in the skin care and facial market. From the highly viscous and equally nourishing serum formula to the thinnest of the water based serums helps to cover this trend.

Finally, why not get inspired from the recent top cleansers and the tricky formulations expertly formulated on everyday basis and launched successfully in the market exploring innovative zone for the newest technology.

These new concepts combine consumer insights, performance data, creative ideas, technical studies, sustainable inspirations, and our extensive formulation know-how to work on new innovative textures every now and then. This is what we call the absolute science of Beauty.

Product efficacy depicts result orientation of the products which ensures customer loyalty in the long run, but sensory appeal makes it consumer friendly which allows the prominent sale of the product. Cosmetic products must please the senses of a consumer to positively influence their buying decision and the consumer loyalty.

Today’s consumers find beauty not only in the performance of their daily beauty products, but in the creative textures and design of the formulation. This trend is for creating a lasting impression for long term which is what today’s consumers are seeking in every aspect for that matter. Product manufacturers always looks for novel synergy with the ingredients allowing creativity with textures for every concept that brings these ideas to life.