OEGSTGEEST, NETHERLANDS – MAR. 18, 2025 – IFF (NYSE: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.
“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,” said Bernardo Fleming, director of trends and foresights, at IFF Scent. “Gamification is one way in which brands can improve engagement with consumers – offering escapism and adventure.”
Escape the Ordinary
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
Where Real and Digital Worlds Meet
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.
Making Joy through Science and Creativity
Each concept formulation within the Xelestia collection is derived from its unique fantasy terrain within Xelestia: The Game. For example, visitors to the Cosmic Odyssey realm can experience a purifying shampoo paste containing less than 15
Other formulations in Xelestia collection include a HydraPearl face serum containing GENENCARE® OSMS BA (Betaine), a hair and scalp mask featuring GENENCARE® OSMS MI (Inositol), and a foam body lotion with GENENCARE® XL (Xylitol).
Drawing Inspiration from Virtual Environments
“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. In addition, the LMR Naturals team, in collaboration with the IFF Scent team, will showcase its latest innovations in natural extracts for cosmetic and fragrance solutions. Learn more about Xelestia and other innovative personal care ingredient offerings from IFF.
Welcome to IFF
At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience. Learn more at iff.com, LinkedIn, Instagram and Facebook.
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