For the 2025 edition of In-Cosmetics, they developed Xelestia, a collection of four cutting-edge formulations inspired by virtual environments and immersive experiences. But they didn’t just want to present products, they wanted to offer a new way to explore beauty: something playful, interactive, and unforgettable.
Consumers today are looking for more than just beauty — they want experiences. IFF understood that and challenged us to turn Xelestia into a sensory journey that reflected two major global trends. First, Phygital Escapism – The blend of physical and digital realms. Consumers are escaping through immersive, tech-powered experiences that blur the line between real and virtual. Secondly, Enhanced 2.0 Multisensoriality – A new kind of hedonism that hacks and heightens the senses. Think pleasure redefined: unknown textures, unexpected sensations, and high-impact multisensory journeys. So, how do you combine cosmetic innovation, trend forecasting, and a next-gen experience? Easy: you make it a game.
To turn Xelestia into an experience, we created an interactive game inspired by the four IFF worlds. The idea? Guide the player through each world, with short games, clues, and challenges that unlock the four beauty formulations: a face serum, a hair & scalp mask, a charcoal paste shampoo, and a foaming body lotion.
In every part of the game, players discover ingredients, benefits, and sensorial effects, but in a way that feels more like play than like reading a brochure. It’s simple, fun, and helps people remember what they’ve seen.
It’s more than just a game, it’s a smart gamified tool that mixes beauty education with interactive marketing, designed to catch attention and make the experience memorable.
To visually elevate the Xelestia collection, we created high-quality 3D packshots of each product — textured, lit, and styled to match the ambiance of its virtual world.
Whether it was the deep blues of Neptunian Shores or the pastel skies of Cloud Sanctuary, each render reinforced the multisensory story behind the formulation.
To build anticipation and explain the concept, we also created a promotional video that teased the gameplay and introduced the four worlds. The tone was magical, futuristic, and bold; everything the Xelestia name evokes. The video was used to kick off presentations, boost booth traffic, and share on digital channels.
The Xelestia project proves how cosmetic storytelling can evolve, from passive presentation to active exploration. By mixing gaming experiences, strong trends, and digital creativity, we created a tool that didn’t just show products, it invited users to play, feel, learn, and remember. Because sometimes, the best way to talk about a product isn’t with a brochure or a slide, it’s by letting people discover it on their own.
