The latest innovation insight from Gama Compass™
MANCHESTER – 23rd April 2015: Food-focused marketing and textural interest continue to play a significant role in health & beauty innovation, as evidenced by Gama’s innovation feature for this week: Sanctuary Spa Cooling Body Sorbet Collection.
Part of a new food-inspired range in the UK that also includes a series of ‘Air-Whipped Souffle’ products, the Sanctuary Spa Cooling Body Sorbet Collection from PZ Cussons, which includes a Cooling Shower Drench, a Cooling Glacial Scrub and a Cooling Body Sorbet, is one of a growing number of products looking to transfer the sensory appeal of indulgent food (especially desserts) to the health & beauty category, in an effort to appeal to women. The “skin quenching range of cucumber infused, sorbet-inspired textures” has been designed with the summer months in mind, and is claimed to feature a combination of menthol ingredients and “fruity crushed ice textures [that] melt onto skin to instantly cool and chill”.
While this ‘melting sorbet’ effect is not in itself an innovation – this was a feat claimed last year by The Body Shop with its own line of “industry first” ‘body sorbet’ products, featuring a “breakthrough sorbet texture [that] instantly melts into skin for a frosty burst of fresh moisture” – Sanctuary Spa Cooling Body Sorbet Collection makes a greater play of the indulgent and sensory aspects of its ‘food’ branding, even including a cookery demonstration as part of the line’s media launch.
Sanctuary Spa Cooling Body Sorbet Collection provides further evidence of the importance of rounded sensory ‘experience’ that incorporates not only flavour or fragrance but also dynamic ‘tactile’ effects, as well as, through the link to aspirational cookery, the heightened role of ‘temptation’ and ‘indulgence’ based marketing in many toiletry categories.
Image source: PZ Cussons
Additional sources: The Body Shop
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