In the realm of skincare, the journey from product to consumer transcends the boundaries of science and ventures into the realm of emotion. Understanding these emotional guides is pivotal in shaping products that align with consumer expectations.
Deciphering these emotional nuances is a crucial step in crafting products that resonate. Whether it’s the delight of an enticing fragrance or the caress of a velvety skinfeel, emotions are etched into every swipe and dab of a skincare routine.
The Dance Between Fragrance and Skinfeel
These two leading factors of consumer experience have the power to dictate whether a product is embraced or discarded. Research consistently reveals that positive emotions heighten product appeal, while negative feelings deter consumer interest. When fragrance and skinfeel come together in an harmonious solution, they amplify a powerful, holistic experience.
Powered by Curion’s well-established Emotional & Benefits platform, Blue California partnered with Curion to dive into the emotional landscape of skincare. Guided by Russell’s Circumplex Model, a large library of fragrance descriptors formed the foundation for understanding consumer emotions across demographics, products, and geographies.
The research unveiled rich insights:
- Fragrances under examination fell within a narrow band of liking, suggesting potential impacts on results.
- Distinct preferences emerged for fragrances and skinfeel textures, highlighting the factors that both separate and combine these sensory dimensions.
- Consumers demonstrated the ability to differentiate and prioritize skinfeel and fragrance, indicating distinct emotional triggers.
The opportunity to align and optimize for new products emerged to deliver heightened consumer experiences.
Creating A Multisensorial Symphony
The emotional dimensions intertwined with the most preferred fragrances and skinfeels unveiled a palette of emotions that encompassed peace, positivity, refreshment, and indulgence. The discovered benefits aligned with these preferred fragrances were a testament to their allure: youthfulness, freshness, luxury, moisturization, and nourishment. Skinfeel texture of the favored products encompassed smoothness, softness, and textures reminiscent of velvet and cashmere.
The Future of Skincare
The implications of this research ripple far and wide, from product design to packaging, claims, and communications. Emotion & Benefits testing paves the path for a deep understanding that transcends surface-level perceptions. Brands can now create products that holistically align with consumer desires, nurturing an emotional bond that goes beyond skincare.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary Product Experience and Performance (PXP™) platform, connecting brands to consumers at every step. An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.