Selling Through Cravings
Cravings, long tied to food and indulgence, are becoming a driving force in beauty and wellness marketing, changing how we think and desire beauty and wellness products. Picture this: you’re on a scorching summer day, and a cold, strawberry-lemon collagen drink quenches more than your thirst—it fulfills a deeper sensory urge. Your beauty supplement becomes more than a refreshment; it’s a moment of indulgence repurposed into beauty care. By tapping into these desires, brands take utilitarian products and elevate them into experiences that linger, turning everyday consumption into a ritual of self-care and satisfaction.
“Taste is a direct gateway to emotional connection,” says Uroš Gotar, TOSLA Nutricosmetics’ Chief Innovation Officer. “When a supplement tastes good, it shifts from being a chore to a ritual—something consumers look forward to every day.” This shift fosters consistent usage, a crucial factor in building brand loyalty. According to TOSLA Nutricosmetics’ data, liquid supplements see a retention rate of over 60%, far surpassing that of capsules or powders.
The Business of Taste
Taste isn’t just about creating a better product; it’s about creating a better business. The numbers speak for themselves: according to numerous interviews with cosmetics brands, consumers purchase liquid supplements up to 12 times a year, compared to 3.5 times for traditional skincare products. This frequency increases revenue while strengthening brand exposure and deepening consumer connections. Beauty and wellness brands have discovered a significant growth trajectory across their portfolios by introducing supplements. This transformation is fueled by the “bundle effect,” where the synergy between core products and supplements drives repeat purchases, turning one-time buyers into loyal, returning customers.
Sensory marketing unlocks a world of untapped potential for brands venturing into supplements. By crafting products that evoke genuine cravings, brands transcend the transactional nature of selling—they offer an immersive experience, a daily ritual, and the foundation of a lifestyle that consumers aspire to embrace.
Read more on the BeautyMatter article.