Cosmetic products are often primarily judged by their sensorial properties, as these can be evaluated right away, even before purchase. These properties, which include appearance, texture and scent, are an essential aspect when differentiating products, regardless of active ingredients.
Consumers also tend to subconsciously link certain textures to efficiency, for example denser formulations are often perceived as especially nurturing and skin smoothening, while fast absorbing products are assessed as particularly moisturising.1
Furthermore, today’s consumers are highly experience driven, with 60% finding trying out new experiences more exciting than trying out new products. This pushes companies to explore unique textures, like transforming textures or ones not normally found in the product category, which can also serve to enhance perceptions of efficacy. The use of varying textures in skin care and makeup products is particularly appealing to millennials given that they are most receptive to unique applications and formats such as gels, foams, and masks.2Another benefit of an appealing sensorial profile is an increase in application frequency/quantity, resulting in higher product benefits and perceived efficacy.1
Besides being functional ingredients that can stabilise and regulate viscosity of formulations, waxes are also able to enhance sensory properties and have a huge influence on texture of both anhydrous products and emulsions. This article will highlight the differences of five distinct natural waxes and their influence on texture and sensorial attributes of cosmetic formulations.
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