IFF announced the launch of Xelestia, its 2025 concept formulation collection for skin and haircare, and introduced a mobile game, Xelestia: The Game, to highlight how personal care brands can leverage the rising trend of phygital escapism and immersive experiences. The game features four imaginative terrains where players can collect virtual formulation prototypes inspired by diverse landscapes and will be showcased at this year’s In-Cosmetics Global event.  

Leveraging PANOPTIC, its proprietary trend and foresight platform, IFF has spotlighted ‘experiences amplified’ as a pivotal trend shaping personal care in 2025. Despite the uncertain economic climate, consumers are looking for immersive, creative, affordable treats that provide micro-moments of joy in an otherwise chaotic world. IFF’s research shows that shopping is now a multi-sensory experience. For instance, 86

In-Cosmetics Global visitors can explore the immersive experience trend firsthand with IFF’s mobile game. Players will travel through four captivating fantasy realms, each reflecting the unique sensorial profiles of a concept in the Xelestia collection.  The game can also be played by visiting the Xelestia product webpage.  

• Neptunian Shores: A fascinating underwater world brimming with mystery and hidden treasures. 

• Silva Lumina: An enchanted woodland setting pulsing with bioluminescent energy.  

• Cosmic Odyssey: An out-of-this-world adventure that plays with the vastness of space. 

• Cloud Sanctuary: A peaceful retreat to envelope players with cozy, soft textures. 

Each concept formulation within the Xelestia collection is derived from its unique fantasy terrain within Xelestia: The Game.  Formulations include a Purifying Shampoo Paste, HydraPearl Face Serum, Hair & Scalp Mask, and Foam Body Lotion.  

“Xelestia encapsulates the blurring of the virtual and physical worlds, offering product concepts that transport users to fantastical realms, and taking them on a journey of sensory indulgence,” said Johan Jansen-Storbacka, director of personal care, at IFF Health & Biosciences. “By launching Xelestia, we aim to inspire brands to elevate real-life experiences through interactive and innovative features, transforming shopping into an immersive, multi-sensorial journey.”  

The formulation collection and game will be showcased at In-Cosmetics Global in Amsterdam at Stand 12H60 from April 8-10. Learn more about Xelestia and other innovative personal care ingredient offerings from IFF. 

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