Experience Comes Alive
Find out more about the latest innovations in consumer experiences with Kristian Hartono, Business Group Director and Catherine Tirtasudira, Regional Technical Director for Beauty & Personal Care, Home Care and I&I at IMCD Asia Pacific.
Based on shifts in product development, how do you think personal care rituals have evolved over the course of 2020?
Kristian: Personal Care is going beyond the functional: taking care of oneself now has emotional significance. Since COVID-19 situation, it offers a positive way to start and end each day at home by enhancing wellbeing and providing an escape. As fewer people are travelling to a physical office, we’ve also seen less interest in decorative cosmetics and more uptake of home spa rituals. And of course, the arrival of surgical masks has changed skincare priorities too, as more consumers have to contend with so-called “maskne” and are looking for repair rather than enhancement.
How has the relationship between personal care brands and distributors evolved over the past 5–10 years?
Kristian: Many consumers now want to take a more active role in crafting an at-home personal care experience, for example by mixing together components to make their own scrub. This also provides an opportunity to create even more customised solutions that are truly specific to their own unique skincare needs.