When it comes to personal care and cosmetics, performance alone is no longer enough. Today’s consumers want an experience — products that feel indulgent, smell inviting, and connect emotionally. The sensory profile of a formulation has become just as important as its efficacy, and this shift is transforming how brands design, test, and market their products.
At ESP, we’ve seen firsthand how texture, fragrance, and visual appeal can make or break consumer perception. From luxurious creams that glide effortlessly onto the skin to lightweight oils that absorb instantly without residue, the way a product feels communicates quality, care, and craftsmanship.
1. The Texture Revolution
According to Mintel’s Global Beauty and Personal Care Trends Report (2024), over 70% of consumers say that product texture strongly influences their perception of quality. Whether it’s a velvety lotion, a whipped butter, or a cooling gel, texture directly affects how users interpret effectiveness and luxury.
Formulators are increasingly turning to advanced emulsifiers, bio-based polymers, and speciality butters to fine-tune sensorial balance. These ingredients not only improve application performance but also influence product identity — making texture a key differentiator in a competitive market.
“Texture is often the first touch point between a brand and its consumer. It sets expectations long before results are seen.”
— Liz Visser, ESP (Head of Sales and Marketing)
2. The Power of Scent
Fragrance does more than make products smell pleasant — it’s an emotional driver. A report by GlobalData (2023) found that 64% of consumers associate scent with brand identity, and over half say fragrance plays a key role in repeat purchases.
Today’s ingredient innovation allows formulators to build layered fragrance experiences using essential oils, encapsulated aromas, and naturally derived scent boosters. These not only enhance product appeal but also align with wellness trends that connect scent with mood and well-being.
From calming lavender and uplifting citrus to grounding sandalwood, the right fragrance profile turns a daily routine into a sensory ritual.
3. Multisensory Design: Engaging All the Senses
Leading brands are embracing multisensory formulation design — combining touch, scent, sight, and even sound to craft memorable user experiences. A soft matte finish, a naturally tinted hue, or even the sound of a pump bottle dispensing can subconsciously reinforce product quality.
For ingredient suppliers like ESP, this shift has led to growing demand for high-quality, versatile raw materials that empower formulators to experiment creatively — from sensorial emulsifiers and texture enhancers to plant-based oils and active ingredients that deliver both feel and function.
4. The Future of Sensory Innovation
As consumers continue to seek experience-driven beauty, sensory science will play a defining role in product development. Emerging technologies like AI-driven sensory mapping and consumer neurotesting are already helping brands decode the emotional response to textures, scents, and packaging.
At ESP, we’re committed to supporting manufacturers and formulators in this evolution — providing cutting-edge raw materials, technical insight, and trusted expertise to bring sensory-rich products to life.
In Closing
The beauty of modern formulation lies in its ability to merge science and sensation — blending technical precision with human emotion. Whether it’s the feel of a silky serum or the scent of a botanical oil, sensory experience is no longer an afterthought. It’s the heart of product design.
At ESP, we understand that great formulations start with great ingredients. And as consumer expectations continue to evolve, we’re here to ensure our partners stay ahead — creating products that not only perform but truly connect.
Let’s create experiences together.
If you’re ready to elevate your formulations through texture, scent, and sensory innovation, connect with our team at info@esp-sa.co.za to explore our portfolio of premium raw materials.
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