A cosmetic product’s effectiveness is great. But if it also delivers an unforgettable experience, that’s even better. That, in essence, is the message Andrew McDougall, Director of Mintel’s Beauty & Personal Care division, delivered during a conference held as part of the in-cosmetics Global 2026 trade show (in Paris from April 15 to 17). Sensory appeal is no longer a bonus—it’s a strategic lever.
“Beauty is emotional long before it is rational,” the expert points out. “Sensory cues are cognitive shortcuts: the brain interprets texture, temperature, and scent as evidence. The sensation becomes the instinctive substitute for truth in the consumer’s mind.” In other words, even before the active ingredient has had time to take effect, before the promise has convinced them, the consumer has already formed an opinion based on what they have smelled, touched, or seen.
Sensory experience: a driver of purchases
Andrew McDougall asserts that sensory experience directly influences consumers’ willingness to spend. For instance, 67% of Nigerian consumers say they are willing to pay more for a fragrance if its scent is unique or memorable.
Visually, 31% of German consumers are willing to pay a higher price for aesthetically appealing packaging.
Sound, according to the expert, remains “an under-exploited area” in beauty. Yet the numbers speak for themselves: 57% of British adults feel closer to a brand when it uses music they enjoy in its communications. The expert cites the Brazilian brand Natura as an example, whose sound logo is entirely composed of bioacoustic sounds captured in the Amazon rainforest. “Now, as soon as I hear the sounds …
