Why do consumers need transforming textures? The feedback Brenntag has received from them down the years suggests that there are several key reasons. Serums are not nourishing enough, according to some; others say that oils are often too greasy and form a ‘puddle’ effect that spreads but does not penetrate; others say that gels tend to stick and then dry out.
Today, consumers want to be amazed by a personal care product and texture is absolutely critical to this process. It happens in the first instance because of the fragrance, which is the first criterion for the initial purchase and subsequent brand loyalty to a product. The second factor is the sensory one, touch.
Humans are connected to the world through their senses and it is important to create a very good experience with a product that they can engage with. In particular, people appreciate that a texture is transformed when it comes into contact with their skin. Brands have understood this and