Croda has launched formulation collection, Emotional Synesthesia, in response to consumer desire for more excitement in the beauty and personal care industry.
The British personal care ingredient maker says incorporating transformative textures into personal care routines help it feel like an immersive experience rather than a daily chore.
The launch is backed by a global survey by Wunderman Thompson, which reported that 61% of people felt that brands lack originality and 70% said they could not remember the last time a brand did something that excited them.
Inspired by the phenomena of tactile-emotional synesthesia, this collection features four fun, yet functional formulations with playful textures that embrace sensory stimulation and liven up routine.
They include Draw It Out Activated Charcoal Cleansing Stick; Mango Butter and Sea Salt Silicone-free Scalp Scrub Bar; Cuticle Seal and Protect Pre-Shampoo Primer Balm; and Glow For It Dewy Bouncy Blush.
