Givaudan Active Beauty launches Sensory Crush targeting Generation Z consumers
An innovative collection of three naturally coloured face masks specially designed for the ‘skintellectual’ generation
Launched at Cosmet’Agora in Paris, Sensory Crush includes powerful ingredients combining the world of naturals and innovation to address the beauty expectations of the trend-setting generation. Generation Z represents 40%¹ of global consumers and they have already changed the definition of beauty by making it more emotional.
According to Mintel, 65% of them think that being beautiful is mostly about being confident and 48% is about expressing yourself. Self-educated in beauty and in sustainability, they take a look at what they use to ensure it’s good for them, for the others and for the environment. A topic that is essential to them, with 49%² of users agreeing that they always look for natural products.
Pauline Martin, Global Communications & Events Manager said: “A blend of innovative packaging, sensorial textures and energising fragrances makes these masks a perfect mix of naturalness and efficacy. We offer the Gen Z a collection with names that speak to them. DAR! (French for LIT!), used to express terrific moments, OKLM (French for CHILLAX), the slow pace and EN BOMBE! (French for ON FLEAK!) the gorgeousness.”
DAR! – French for LIT!
Best friend of party animals, this exfoliating mask (powered by Biogomm’age™) has purifying (Rutin, active molecule extracted from ‘Sophora japonica’), regenerative (natural extract of Papaya) and detoxifying (activated carbon) properties. To mimic papaya appearance, two dyes have been mixed, the beta-carotene of ‘Dunaliella algae’ (Orange-WD-L) and carmine red (Red-WS-P). This papaya-like formula transforms from orange to black, as the activity of the charcoal beads is released during scrubbing.
OKLM – French for CHILLAX
Official cocooning partner, this night mask has anti-oxidant properties (natural extract of Yuzu) allowing it to calm and moisturise (Yogurtene® Balance, a game changer in skin hydration) the skin gently. Upon application, its refreshing effect soothes all tensions felt during the day. To obtain a creamy and smooth yellow, Dunaliella natural dye (Orange-WD-L) was used.
EN BOMBE! – French for ON FLEAK!
Glow mission complete for this mask that restores the energy and vitality (natural extract of dragon fruit) of the skin. Its honey texture becomes milky when you massage your face with water. After rinsing, it eradicates stress (Neurophroline® active botanical extract of ‘Tephrosia purpera’ traditionally used in Ayurvedic medecine) and gives a luminous effect to the skin. Echoing the dragon fruit, the colour of this mask was obtained through anthocyanins (Red-OD-P), a natural dye found in leaves, petals and fruits.
Visitors will have the opportunity to discover Sensory Crush at our booth 69 during Cosmet’Agora in Paris from January 14-15.
Givaudan is the global leader in the creation of flavours and fragrances. In close collaboration with food, beverage, consumer product and fragrance partners, Givaudan develops tastes and scents that delight consumers the world over. With a passion to understand consumers’ preferences and a relentless drive to innovate, Givaudan is at the forefront of creating flavours and fragrances that ‘engage your senses’. The Company achieved sales of CHF 5.5 billion in 2018. Headquartered in Switzerland with local presence in over 145 locations, the Company has almost 13,600 employees worldwide. Givaudan invites you to discover more at www.givaudan.com.
About Givaudan Active Beauty
Givaudan Active Beauty offers an extensive portfolio of innovative active cosmetic ingredients designed to bring beauty to the world. Inspired by the beauty needs of consumers worldwide, Active Beauty offers award-winning products for an expanded range of benefits including anti-ageing, self-tanning, soothing, hydrating, cooling, and more. Our cutting-edge technologies draw on science and nature to create high-performing molecules and functional agents, including customized carrier systems. Part of the Fragrance Division, Active Beauty leads the market in crafting innovative products supported by our strong expertise in advanced and applied sciences. We invite you to ‘engage your senses’ and learn more about Active Beauty at www.givaudan.com/activebeauty.
For further information please contact
Pauline Martin, Global Communications & Events Manager
T +33 3 26 88 84 17