IFF Unveils Xelestia: Gaming-Inspired Formulation Concepts for Immersive Beauty Experiences
International Flavors & Fragrances (IFF) is revolutionizing the beauty industry with its innovative Xelestia collection, which reimagines formulation concepts through four distinct sensory universes inspired by gaming realms. These fantastical kingdoms – Neptunian Shores, Silva Lumina, Cosmic Odyssey, and Cloud Sanctuary – don’t just exist as product concepts; they’re brought to life through an interactive online gaming experience that invites consumers to immerse themselves in these extraordinary worlds.
Bridging Virtual Fantasy with Tangible Beauty
According to Johan Jansen-Storbacka, Personal Care Director at IFF, the groundbreaking collection aims to “inspire brands, enhance real-life experiences with interactive and innovative features, and transform shopping into an immersive, multi-sensory journey.” This visionary approach responds to evolving consumer behaviors that increasingly blend digital and physical experiences.
Bernardo Fleming, Director of Trends and Foresights at IFF Scent, emphasizes this shift: “Consumers are increasingly navigating between real and virtual worlds, with younger consumers especially eager to interact with digital elements that blur the lines between reality and imagination. Gamification is one way in which brands can improve engagement with consumers – offering escapism and adventure.”
Exploring the Four Sensory Realms
The Neptunian Shores universe transports users to an enchanting underwater world featuring a translucent HydraPearl face serum with suspended blue oil droplets. This innovative formulation incorporates Genencare osmolytes that hydrate, protect, and energize the skin, delivering both visual appeal and functional benefits.
Venturing into Cosmic Odyssey, consumers discover a revolutionary purifying shampoo paste containing less than 15% water. Enhanced with Aurist AGC biopolymer, this formulation provides improved styling capabilities while offering enhanced protection against environmental stressors like UV radiation and oxidative damage.
The Cloud Sanctuary realm presents a luxurious yet lightweight moisturizing foam lotion for the body. This ethereal formulation features the skin-revitalizing biopolymer Aurist AGC alongside advanced active ingredients, including Genencare XL prebiotic moisturizer to support microbiome diversity and the hydrating osmolyte Genencare OSMS BA.
Though not detailed in the original article, the Silva Lumina universe completes the collection, likely offering another dimension of sensory exploration and innovative formulation concepts.
Experience Xelestia at in-cosmetics Global
Beauty industry professionals and enthusiasts can explore the groundbreaking Xelestia collection at in-cosmetics Global in Amsterdam from April 8-10 at IFF stand 12H60. For those unable to attend in person, “Xelestia The Game” provides virtual access to these innovative concepts through the dedicated Xelestia product webpage.
Further enhancing IFF’s presence at the event, the LMR Naturals team will collaborate with the IFF Scent team to showcase their latest innovations in natural extracts designed for cutting-edge cosmetic and fragrance applications.
With Xelestia, IFF demonstrates how gaming-inspired concepts can transform beauty product development and consumer engagement, creating multisensory experiences that transcend traditional formulation approaches while meeting the growing demand for interactive, immersive brand experiences.