In-cosmetics Global 2025: IFF gamifies the beauty industry with Xelestia
14 Apr 2025 | IFF
IFF (International Flavors and Fragrances) presented its new Xelestia range at In-cosmetics Global 2025 in Amsterdam, the Netherlands. Interactive digital worlds inspired by each hair and skin product complimented the collection. The trade show attendees could explore each world through a game that takes the player through a series of quests to inform the player of the ingredients used in the beauty products.
This is Sabina Waldeck for personal insights at in cosmetics joined by B and digital marketing manager at IFF.
Welcome.
Thank you.
So you're showcasing Celestia, could you give us a brief overview of the collection?
Yeah, so Celestial is a fantasy inspired formulation collection that taps into the rising trend of digital escapism and immersive experiences.
So each of these formulations here are derived from a fantasy terrain, for example, Neptune.
Union Shores, which is a mesmerizing underwater world teeming with mystery and hidden treasures.
So we've used it to inform the design of Hydraper Face serum, which contains our moisturizing osmolys, Zhenning Care OSMSBA.
You recently announced an interactive mobile game in collaboration with this new collection.
How are you using it to engage consumers?
So, the Celestial game is not targeted at consumers but rather at beauty industry professionals.
Nonetheless, there is potential for similar concepts to be used to target consumers as.
The primary goal of the game is to engage our customers with our science, our ingredients and our concept formulations and by Doing so, we hope to engage them in a in a different way and to showcase the creative potential of our science.
So is the mobile game a way to attract a younger audience and if so, how are these younger audiences emerging in the industry?
The mobile game incorporates an element of play and play is emerging as a powerful tool for discovery and connection.
In fact, about 80% of global consumers say that for a brand to stand out and to earn their loyalty, they must have the ability to surprise them in an unexpected way.
Therefore, play is an element that can resonate with consumers of all ages.
And how is Gen Z and Gen Alpha affecting the personal care industry in your opinion?
Gen Z and Gen Alpha are very important groups of consumers and based on the trends that Celestial focuses on, I would say that Gen Z and Gen Alpha are digital natives who crave.
Tangible experience that can be shared online.
Gamification is gaining traction in the beauty industry as we see the rise of interactive reward-based quizzes and so on.
