IFF has launched Xelestia, its 2025 formulation collection for skin and hair care, and introduced a mobile game, Xelestia: The Game, to highlight how personal care brands can leverage the rising trend of phygital escapism and immersive experiences.
The game features four imaginative terrains where players can collect virtual formulation prototypes inspired by diverse landscapes and will be showcased at next month’s in-cosmetics Global event in the Netherlands.
Visitors to RAI Amsterdam stand 12H60 on 8-10 April will be able to explore the immersive experience trend firsthand.
The four formulations are as follows.
• Neptunian Shores: A fascinating underwater world brimming with mystery and hidden treasures.
• Silva Lumina: An enchanted woodland setting pulsing with bioluminescent energy.
• Cosmic Odyssey: An out-of-this-world adventure that plays with the vastness of space.
• Cloud Sanctuary: A peaceful retreat to envelope players with cozy, soft textures.
“Xelestia encapsulates the blurring of the virtual and physical worlds, offering product concepts that transport users to fantastical realms, and taking them on a journey of sensory indulgence,” said Johan Jansen-Storbacka, director of personal care, at IFF Health & Biosciences.
“By launching Xelestia, we aim to inspire brands to elevate real-life experiences through interactive and innovative features, transforming shopping into an immersive, multi-sensorial journey,” he added.
