IFF announced the launch of Xelestia, its 2025 concept formulation collection for skin and haircare, and introduced a mobile game, Xelestia: The Game, to highlight how personal care brands can leverage the rising trend of phygital escapism and immersive experiences.

The game features four imaginative terrains where players can collect virtual formulation prototypes inspired by diverse landscapes and will be showcased at this year’s In-Cosmetics Global event.

“Consumers are increasingly navigating between real and virtual worlds, with younger consumers especially eager to interact with digital elements that blur the lines between reality and imagination,” said Bernardo Fleming, director of trends and foresights, at IFF Scent. “Gamification is one way in which brands can improve engagement with consumers – offering escapism and adventure.”

Escape the Ordinary

Leveraging Panoptic, its proprietary trend and foresight platform, IFF has spotlighted ‘experiences amplified’ as a pivotal trend shaping personal care in 2025. Despite the uncertain economic climate, consumers are looking for immersive, creative, affordable treats that provide micro-moments of joy in an otherwise chaotic world. IFF’s research shows that shopping is now a multi-sensory experience. For instance, 86% of those who purchased in-game items also purchased the corresponding physical product.

The game can also be played by visiting the Xelestia product webpage.