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...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-02-01
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| Series: | Heliyon |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844025005973 |
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| author | Brayan Rodríguez Ana Arboleda Felipe Reinoso-Carvalho |
| author_facet | Brayan Rodríguez Ana Arboleda Felipe Reinoso-Carvalho |
| author_sort | Brayan Rodríguez |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-860af1d162d347d1b934ba65822751ff |
| institution | Kabale University |
| issn | 2405-8440 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj-art-860af1d162d347d1b934ba65822751ff2025-01-28T04:14:46ZengElsevierHeliyon2405-84402025-02-01113e42217Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherenceBrayan Rodríguez0Ana Arboleda1Felipe Reinoso-Carvalho2Grupo de Diseño de Productos y Procesos, Department of Chemical and Food Engineering, Universidad de los Andes, Bogotá, 111711, Colombia; International School of Economic and Administrative Sciences, Universidad de La Sabana, Campus Universitario del Puente del Común, Km 7 Autopista Norte de Bogotá, Chía, Cundinamarca, Colombia; Corresponding author. Grupo de Diseño de Productos y Procesos, Department of Chemical and Food Engineering, Universidad de los Andes, Bogotá, 111711, Colombia.Facultad de Negocios y Economía, Universidad Icesi, Cali, Colombia; Corresponding author.School of Management, Universidad de los Andes, Bogotá, 111711, ColombiaThe 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.http://www.sciencedirect.com/science/article/pii/S2405844025005973Multisensory customer experienceCosmeticsHedonicPharmaceuticalUtilitarian |
| spellingShingle | Brayan Rodríguez Ana Arboleda Felipe Reinoso-Carvalho Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence Heliyon Multisensory customer experience Cosmetics Hedonic Pharmaceutical Utilitarian |
| title | Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence |
| title_full | Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence |
| title_fullStr | Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence |
| title_full_unstemmed | Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence |
| title_short | Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence |
| title_sort | reshaping the experience of topical skincare products a multisensory approach for promoting loyalty and adherence |
| topic | Multisensory customer experience Cosmetics Hedonic Pharmaceutical Utilitarian |
| url | http://www.sciencedirect.com/science/article/pii/S2405844025005973 |
| work_keys_str_mv | AT brayanrodriguez reshapingtheexperienceoftopicalskincareproductsamultisensoryapproachforpromotingloyaltyandadherence AT anaarboleda reshapingtheexperienceoftopicalskincareproductsamultisensoryapproachforpromotingloyaltyandadherence AT felipereinosocarvalho reshapingtheexperienceoftopicalskincareproductsamultisensoryapproachforpromotingloyaltyandadherence |