Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence

The increasingly competitive skincare market demands more engaging consumer experiences to foster loyalty and adherence. The framework developed here analyzes the customer journey for topically applied skincare products, first, through a literature review of multisensory design and consumer behavior...

Full description

Saved in:
Bibliographic Details
Main Authors: Brayan Rodríguez, Ana Arboleda, Felipe Reinoso-Carvalho
Format: Article
Language:English
Published: Elsevier 2025-02-01
Series:Heliyon
Subjects:
Online Access:http://www.sciencedirect.com/science/article/pii/S2405844025005973
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The increasingly competitive skincare market demands more engaging consumer experiences to foster loyalty and adherence. The framework developed here analyzes the customer journey for topically applied skincare products, first, through a literature review of multisensory design and consumer behavior research, and second, by proposing the redesign of different touchpoints focusing on multisensory cues to create a cohesive product experience. This contribution offers a novel approach that distinguishes between topical pharmaceutical and cosmetic product experiences. In general, both offer distinct opportunities for hedonic and utilitarian values. Multisensory design can be adopted to prioritize clear communication of function and efficacy for pharmaceuticals, or luxurious, pleasurable experiences for cosmetics. Multisensory design can lead to higher engagement, promotion of loyalty, and treatment adherence by differentiating topical skincare product brands and enhancing customer journeys. Future research agenda draws attention toward crossmodal correspondences, digital transformations, and eco-friendly product development.
ISSN:2405-8440