IFF launches fantasy-inspired skincare and haircare collection
The formulations blend innovative formulations with immersive digital experiences.
USA – IFF, an American corporation renowned for its innovations in scents, flavours, and ingredients, has introduced the Xelestia collection.
This fantasy-inspired range of skincare and haircare formulations blends creativity with immersive digital experiences.
The collection features a variety of carefully crafted products, including the HydraPearl Face Serum, enriched with Genencare OSMS BA (Betaine) for hydration, and a Hair and Scalp Mask formulated with GENENCARE® OSMS MI (Inositol) to promote hair health.
It also includes a purifying shampoo infused with activated charcoal and AURIST™ AGC and a Foam Body Lotion containing GenenCare XL (Xylitol) for enhanced skin moisture.
To further engage consumers, IFF has launched Xelestia: The Game, a mobile gaming experience designed to enhance brand awareness.
The interactive game allows users to explore four immersive fantasy landscapes: Neptunian Shores, Silva Lumina, Cosmic Odyssey, and Cloud Sanctuary.
The collection’s sensory themes inspire each fantasy terrain.
The initiative reflects a growing trend in the personal care industry, where phygital escapism, a blend of physical and digital experiences, is becoming increasingly popular.
Bernardo Fleming, director of trends and foresight at IFF scent, stated, “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.”
IFF’s research highlights the impact of multi-sensory shopping and revealed that 86% of consumers who purchased in-game items also bought the corresponding physical products.
Recently, IFF announced net sales of USD 11.48 billion, remaining steady compared to the previous fiscal year.
The adjusted operating EBITDA for the year reached USD 2.21 billion, reflecting a 16% increase, supported by volume growth and productivity improvements.
The Scent segment performed well, generating USD 2.44 billion in sales, with an adjusted operating EBITDA of $518 million and an operating EBITDA margin of 21.2%.
Looking ahead to FY25, IFF projects sales to be between USD 10.6 billion and $10.9 billion.
The adjusted operating EBITDA is expected to be between USD 2 billion and USD 2.15 billion.
With the launch of Xelestia and its expansion into digital engagement, IFF continues to innovate in personal care, bridging the gap between physical products and virtual experiences.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
