Our lives are increasingly virtual – now 1/3 of people prefer to be on their smartphone rather than talking or spending time with the people who matter to them[1]– force us to find new sensations and increased sensorialities, to better anchor ourselves, settle down and rediscover reality.

In the era of augmented reality and artificial intelligence, feeling is becoming an essential part of contemporary consumption.
Now 10,5% of consumers spend to have an experience and have fun[2]. And particularly Millennials (generation Z and Y, between 18 and 35 years old), for whom this need for play and sensation is vital.

Emotion and experience have also become key axes for the luxury sector: “A luxury purchase should provide the Millennial generation with a real emotional release.” Vogue, 2018

Naturalness also becomes a source of experience, and even of performance.
Because in addition to the health item, the sensoriality provided by a cosmetic or a food is a must for customer satisfaction.

Brands are doubling down on innovation. Flavors are hybridizing. Cooking rituals and recipes are being reinvented. Textures are being blended and reinterpreted, changing upon contact with water and skin, and bursting in the mouth to unleash their full power.

Increased naturalness = Sensory performance.

PROOF IN PRODUCTS

Food:

• Belgian Thins Florentine, the chocolate to break, by Belvas SAS
• Hot Chocolate Drops, organic chocolate drops with coconut blossom sugar to melt in hot milk, by Belvas SAS
• Whole organic strawberries freeze-dried thanks to a technical innovation, by Biercors 

Cosmetics:

• Golden Nectar in-shower treatment oil, with a two-step oil-then-milk texture, by Centifolia 
• Powder toothpaste, by SDEBEcodis

[1] Global Phone-Life Balance study by Motorola at the end of 2017

[2] Barclaycard, 2017