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IFF uses digital gaming to showcase its collection at stand 12H60, during In-Cosmetics Global, in Amsterdam on April 8-10.
March 18, 2025
By: TOM BRANNA
Editor
IFF introduces Xelestia, its 2025 concept formulation collection for skincare and haircare. To promote the brand, IFF introduced a mobile game, Xelestia: The Game. It highlights how personal care brands can leverage the rising trend of phygital escapism and immersive experiences. Xelestia features four imaginative terrains. Players collect virtual formulation prototypes inspired by diverse landscapes. Xelestia will be showcased at In-Cosmetics Global, April 8-10, Amsterdam. “Consumers increas...
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