“Just for me!” is the new call for beauty care products. Consumers are increasingly seeking out beauty solutions that are suited to their specific wants and needs.
But what are these wants and needs ? As they become more educated about their skincare needs, consumers want customized products to suit their own particular skin type. They also want surprising textures, formats and fragrances that will make them feel like they are in a spa retreat. They want eco-friendly products and sustainable packaging to respect their values.
But for formulators it is not so simple. Providing each consumer with a highly individualised formulation is impossible and they are confronted with numerous regulations limits as well.
So, how can formulators come close to creating personalized products without all this hassle?
Creating novel textures to WOW consumers
A quick search of “texture” or “format” in Mintel Insights will yield an abundance of listings about innovative launches offering sensory experiences designed to connect customers with products and brands.
A rising trend is to innovate with gel textures that can be used to evoke excitement and fun in consumers and create an opportunity to boost the product’s benefits with enhanced claims, such as cooling and hydrating. Oil textures also have a great appeal as they are perceived as more gentle and nourishing, making them ideal for inclusion in personal care products.
The combination of an oil-in-gel hybrid format provides the ingredients needed to create a recipe with engaging textures and formats. Consumers are said to associate gel-based cleansers with a refreshing and gentle feel that invigorates the skin.
Syensqo's innovative Oil Gel Emulsifier technology Miracare® OGE and Miracare® OMG are easy to use and contain highly efficient emulsifiers and stabilizers to create oil-in-polyol emulsions with a translucent or transparent, gel-like appearance. When rinsing with water, the gel turns into a milk during use, delivering effective cleansing and intensive nourishment and protection benefits to the skin. Miracare® OGE and Miracare® OMG are two incredible emollient vehicles. They enable the incorporation of up to 60-80% of oils without leaving the skin feeling oily to the touch!
All you need is a little splash of color
Create your own palette of colors according to how you want the consumer to feel! Colors have a great impact on people's emotions and how they view a product. And beauty products are no exception. “White” is usually associated with creamy, luxurious, caring products while “colorful” products are more associated with fun and original products.
Our Mackadet® OPR-2 is the ideal ingredient to achieve just both! Mackadet® OPR-2 can help you pump your product’s colors thanks to a whiter chassis than the Styrene/Acrylates Copolymer based chassis, making the color of your formulation pop! Mackadet® OPR-2 can also give a pure, white and caring appearance to your formulations.
Thanks to a high opacifying efficacy, it is easy to formulate and doesn’t need a rheological agent if the viscosity of the formulation is > 3000cps. It is the winning alternative to synthetic acrylate-based ingredients as it is naturally-derived (Ino 16128= 0.91) and readily biodegradable.
Tunable suspensions for a crazy look
Personal cleansing formulations have become more and more sophisticated over time. Cleansing products now come in a variety of textures ranging from crystal clear formulations with suspended particles to pearlescent systems and oil-rich moisturizing shower creams, to surprise and delight the consumer.
Our Miracare® SLB Range is here to help you develop cleansing products that not only deliver performance, but also offer a distinct and exceptional customer experience. It’s unique Structured Surfactant Liquid Systems enable the creation of various aesthetically pleasing textures from rich foaming cleansers, to thick creams or liquid lotions. Miracare® SLB enables the suspension, encapsulation and delivery of insoluble oils, particles and fragrance for longer lasting moisturization and an enhanced scent experience. And that’s not all, Miracare® SLB can stabilize actives like caffeine, vitamins, tanning or whitening agents and UV filters, opening the door to lots of possibilities for eco-friendly and highly efficient formulations.
Propose hybrid products
If we cannot create a routine for every single individual let’s at least allow them to play around with hybrid products with different applications at different steps of their skin care routine. Let consumers decide what is best for them so they can personalize their routine to their own personal needs.
For example, Syensqo offers two Oil Gel Emulsifiers, Miracare® OGE and Miracare® OMG, for creating transparent to translucent products with a gel-like appearance that can transform into an oil or milky texture during use. An oil gel formula created with these emulsifiers can for instance be used either as a pre-wash or as a leave-on serum to be applied before brushing for an amazing sleeking effect.
To easily tailor formulations to different skin types, the Miracare® SLB range is the right choice, as it allows formulators to align the right amount of oil to meet the needs of different skin types.
Delivering innovative claims from cleansing products with the addition of actives such as self-tanning, whitening, vitamins or exfoliants is also possible with the Miracare® SLB range. With their unique structure and their ability to host, encapsulate, stabilize and deliver a variety of actives, Miracare® SLB surfactant systems can help incorporate functional ingredients that cannot be handled by micellar systems. thereby delivering differentiating benefits to the consumer.
These multifunctional ingredients can help create multifunctional products that consumers can use at different steps of their routine, combining actives, layering textures as they please. Giving them real power to reach their individual skin care goals.
Reinvent the notion of formats
The beauty industry continues to advance toward more eco-friendly products with new formats thereby challenging formulators to design innovative solutions with alternatives to traditional choices. The drive for more eco-friendly products in the beauty industry has launched a comeback in popularity for solid format solutions and is expected to drive further growth in the market over the next few years.
Solid bars provide multiple benefits, such as convenience in travel, use and storage, minimal-packaging requirements and biodegradability; reduction of CO2 emissions from not shipping products with a high water content (reduced carbon footprint); and avoidance of harmful chemicals like preservatives.
Finding ways to create solutions that use fewer chemicals and less water, yet still deliver the same cleaning performance, has become a major trend in consumer expectations around personal care products. To answer the call for novel, more eco-friendly formats, Syensqo has developed solid formulation prototypes for removing water in personal care applications and reducing packaging thanks to dry formulations.
Proposing surprising textures, formats, colors, fragrance and multifunctional products is the best way for brands to engage with consumers in this growing trend. Textures and formats in beauty products are very much linked to emotions and playfulness. This is well understood by our experts who are proposing a portfolio of texture management ingredients to allow the development of a variety of products, from make-up remover, facial cleanser, creams, lotions, cleansing balms to body wash... for a hyper-segmented market.
To learn more about our products for surprising textures & formats or request formulation examples get in touch with us.
