IFF has launched Xelestia, its 2025 concept formulation collection of skin and hair care, complete with an interactive element — Xelestia: The Game. According to the company, the product collection and game are aligned to highlight how brands can leverage the "rising trend of phygital escapism and immersive experiences." Both will be showcased at stand 12H60 in-cosmetics Global, to be held April 8-10, 2025, in Amsterdam. Why gamification? IFF's Johan Jansen-Storbacka explains.
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IFF has launched Xelestia, its 2025 concept formulation collection of skin and hair care, complete with an interactive element — Xelestia: The Game. According to the company, the product collection and game are aligned to highlight how brands can leverage the "rising trend of phygital escapism and immersive experiences." Both will be showcased at stand 12H60 in-cosmetics Global, to be held April 8-10, 2025, in Amsterdam. Why gamification? IFF's Johan Jansen-Storbacka explains.
Xelestia Formulation Collection
Four concept formulas are featured in IFF's Xelestia collection, each of which is derived from a fantasy terrain within Xelestia: The Game. Per the company, within these four imaginative terrains, players collect virtual formulation prototypes.
- HydraPearl Face Serum - Inspired by the Neptunian Shores terrain (a mysterious underwater world), this face serum is a translucent gel in which blue oil droplets are suspended. The formula features the company's Genencare osmolytes to moisturize, protect and energize skin. It is said to provide a luxurious sensory experience with deep hydration.
- Hair and Scalp Mask - Paired with the Silva Lumina game terrain (an enchanted woodland setting), this hair and scalp mask is designed to revitalize hair for a vibrant, healthy look. The mousse-format mask is enriched with the company's Genencare OSMS MI natural inositol to stimulate cells. It also features: Aurist AGC (INCI: Water (Aqua) (and) Alpha-Glucan Hydroxypropyltrimonium Chloride (and) Propylene Glycol) to enhance hair combability, fluffiness and gloss; and Genencare OSMS BA (INCI: Betaine; syn. trimethylglycine) to help strengthen hair.
- Purifying Shampoo Paste - This charcoal shampoo paste, aligned with the Cosmic Odyssey game realm (an out-of-this world space setting), uniquely contains less than 15% water and is said to draw out impurities, leaving the hair and scalp feeling refreshed and revitalized. It is also infused with Aurist AGC to help improve wet and dry combability, and provide enhanced fluffiness and gloss.
- Foam Body Lotion - This body lotion, reflecting the Cloud Sanctuary Xelestia terrain (a peaceful, cozy retreat), is designed to provide a luxurious and lightweight moisturizing experience. It too contains the company's Aurist AGC and a high concentration of actives such as the prebiotic moisturizer Genencare XL (INCI: Xylitol) to support microbiome diversity, and the moisturizing osmolyte Genencare OSMS BA.
Amplified Experiences: Blurring the Line Between Real and Imaginary
“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.”
Leveraging Panoptic, the company's proprietary trend and foresight platform, IFF reports it has spotlighted "experiences amplified" as a pivotal trend shaping personal care in 2025. Despite the uncertain economic climate, consumers are said to be 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 example, 86% of those who purchased in-game items also purchased the corresponding physical product.
“...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," J>ohan Jansen-Storbacka, director of personal care, at IFF Health & Biosciences.
[update] Why Gamification? IFF's Johan Jansen-Storbacka Explains.
To delve deeper into this escapism and phygital marketing strategy, we turned to Johan Jansen-Storbacka (JJS), director for personal care, health and biosciences at IFF. Following are his insights.
Cosmetics & Toiletries (C&T): Why did you focus on a phygital experience/interaction with this promotion? Was there a market need or customer request?
JJS: We decided to launch Xelestia, our 2025 concept formulation collection, alongside a mobile game, Xelestia: The Game, to tap into the rising trend of phygital escapism and immersive experiences. As real and virtual worlds are fusing, people increasingly navigate seamlessly between the two, enhancing their real-life experiences through interactive and innovative features. We wanted to inspire brands to elevate shopping, transforming it into a multi-sensory, immersive experience.
According to a BCG study, they’ve seen that 86% of those who purchased in-game virtual item also purchased the corresponding physical item. The primary goal of launching the game is to use an innovative approach to showcase our science, ingredients and concept formulations in a unique and engaging way. By doing so, we aim to enhance customer engagement, offer a memorable experience, and highlight the creative potential of our science.
C&T: Is the phygital phenomenon driven mainly by a younger consumer demographic who grew up with gaming? Or is it relevant to all ages of consumers?
JJS: The phygital phenomenon, which blends physical and digital experiences, is not limited to a younger consumer demographic. However, it is true that younger consumers, particularly Gen Z, are significant drivers of this trend due to their digital nativity and love for tangible experiences that can be shared online.
The phygital phenomenon incorporates an element of play that resonates with consumers of all ages. In fact, 45% of global consumers are more likely to buy from brands that offer joy (WGSN, 2025). This indicates that the desire for playful and joyful experiences transcends age groups.
Gamification is gaining traction in beauty marketing, where brands are incorporating elements like reward-based games, interactive quizzes and virtual try-ons to create immersive and engaging experiences for users.
C&T: Why do consumers feel the need to escape?
JJS: Consumers are increasingly exploring the power of altered perception, seeking experiences that allow them to escape and immerse themselves in different worlds. A survey revealed that 75% of European shoppers, and over 80% of Millennials and Gen Z, would change their shopping behavior if high street stores offered more experiential environments. This trend is driven by a desire to break away from societal stress and the mundane aspects of life, particularly during times of war and crises, where consumers look for ways to enjoy the moment and find relief.
