Foam reminds us of children’s bath foam and the soap bubbles we used to play with as children. It’s a galenic used in skincare, particularly for face cleansing. The texture is as light as a cloud, soft and suitable for sensitive skin that rejects the plaster or mask effect of certain foundations. What’s more, this texture even stimulates the sense of hearing with the gentle bursting of foam bubbles. One example is Maybelline’s iconic Dream Matte Mousse. The claims for mousse foundations include lightness, adjustable coverage and a matte finish. But this formulation could also be used on other complexion products such as blushes and bronzers.
For the moment, foundation Sticks are still mainly anhydrous galenic formulations. The main claims are that they glide on the face, nourish and protect the skin, and provide adjustable coverage. Recently, a number of face care sticks with a fresh effect have appeared (such as the Milk brand). And in the spirit of the new solid emulsions described in a previous article, we can expect to see more foundation emulsion sticks on the market. This textural innovation would provide all the benefits of a traditional liquid emulsion foundation, but in solid form. Hydration not only on application but over time, complementing the nourishing effect of the oils.
The spray (or mist) is also an unusual galenic. Apart from its practicality, it is reminiscent of hairspray on the catwalks. With its ‘free as a bird’ application and hearing-stimulating properties, it offers, like mousse, what is known as playtime. The consumer ‘plays’ with the product to help it penetrate the skin and deliver its benefits. More than a ritual, beauty also becomes a moment of entertainment.
Jelly and sherbet textures are also popular in skincare, especially in K-beauty, with their pleasing appearance that this time stimulates the eye. They remind us of food, of the ice creams we ate when we were children, as if we were going to nourish our skin. In spring and summer, this kind of texture gives us the impression of fresh, invigorating galenics. The main claims made by skincare products, for example, are long-lasting hydration and a pore minimising, smoothing effect. Japanese brands such as Covermark have already launched ‘jelly foundations’. But here, too, there is still a vast range of sensory possibilities to be exploited, inspired by the food industry.
As we have seen, texture design in complexion products is a key factor not only in sensorial innovation during application, but also in performance. Stimulating the five senses builds consumer loyalty and turns the application of a product into a ritual and a game. Skincare and food products remain inexhaustible sources of inspiration, but the packaging industry will also have a key role to play in adapting foundation in ever more inventive ways.