As sensory marketing is getting more and more attention, the focus has shifted from merely showcasing products to creating immersive, multisensory experiences. Among these, taste emerges as a transformative opportunity—one that has remained largely untapped in beauty until now. Without supplements to associate with beauty products in the past, taste was never fully integrated into beauty marketing. This new approach offers a chance to rebuild consumer loyalty, foster emotional connections, and reshape how cravings are linked to the beauty industry.
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.
Sensorial Touchpoints
Taste, the start of sensory marketing, isn’t just a sense—it’s an emotional connection, a story, a craving waiting to be fulfilled. In an online survey conducted by TOSLA Nutricosmetics in December 2024, 97% of participants agreed that taste is one of the most important factors in supplements. Moreover, an astonishing 85% of consumers stated they would willingly pay more for better taste. And out of these, 11% are happy to pay more than 60% extra for a tasty experience that promotes their beauty and wellness from within, highlighting the significant value they place on flavor and sensory appeal in their beauty routines. Additionally, over 52% prefer paying for the option to enjoy their daily supplements in a liquid format.
This is also evident in Amazon pricing, where liquid beauty supplements are priced 44% higher than other formats in the category. This proves that taste is a preference that creates a unique experience. The touch, smell, and flavor come together in a symphony of senses that captivates consumers and keeps them coming back for more.
Consider the tactile pleasure of holding a beautifully designed bottle or the subtle aroma released upon opening it and pouring out a liquid of vibrant color and appealing texture. These sensory elements captivate consumers and offer abundant opportunities for creating engaging content, making the product shareable and primed for virality. A recent consumer trend survey powered by Toluna shows that younger consumers are more likely to do something just for the sake of their social media, with 27% of Gen Z and millennials stating that they are very likely to do it and 33% of the same group saying they are somehow likely to do it. This makes collagen and other beauty and wellness supplements a lifestyle product that caters to new generations.
The Power of Ritual
Marketing experts have long emphasized the importance of integrating products into daily routines, and liquid supplements fit this narrative perfectly. Positioning these products as part of a morning ritual or a post-workout treat elevates them from mere consumables to lifestyle staples. Products stored in the fridge, for instance, gain visibility, ensuring they remain top of mind for consumers.
For beauty brands looking to enter the nutricosmetics space, the ritual element is a golden ticket. It ties the product to consistent habits, such as skincare or wellness routines, ensuring longevity in the consumer’s repertoire. To succeed at this, products must do more than solve problems; they must seamlessly integrate into the fabric of daily rituals, becoming indispensable. This opens a critical question: how do we embed our products into habitual routines that are rewarding and effortless? Achieving this requires a deep dive into the psychology of habit formation, crafting offerings that are not just functional but vital and desirable day after day.
Liquids take center stage as the ultimate format, effortlessly merging scientific rigor with sensory allure to promote lasting habits. TOSLA Nutricosmetics strategically incorporates James Clear’s habit-forming principles from "Atomic Habits"—Make it Obvious, Attractive, Easy, and Satisfying—into every product's development cycle. As Gotar notes, "These principles are embedded in our new product development (NPD) strategy, ensuring our products integrate seamlessly into busy lifestyles and even actively elevate them." By framing daily supplement intake as a rewarding ritual, brands can encourage consumers to form habits that benefit both their personal health and overall business growth. This dual impact of individual commitment and broader business success underlines the transformative potential of habit-driven innovation in beauty and wellness from within.
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.
TOSLA excels at propelling brands to prominence in the highly competitive supplement space, offering a seamless entry into this demanding market. With a portfolio that includes private label solutions, ready-to-launch formulations, and turnkey strategies, we ensure speed and success for your brand’s journey. At the heart of our offering is VELIOUS, our award-winning, patented flavor technology that transforms every product into a sensory masterpiece. Exceptional taste and balanced, irresistible flavors captivate, inspire loyalty, and elevate the consumer experience. Backed by rave reviews and proven expertise, TOSLA is your partner in crafting crave-worthy beauty and wellness products.
Final Sip
As the lines between beauty, wellness, and food continue to blur, sensory marketing is opening new opportunities for brands to draw attention and engage with consumers in unprecedented ways. Taste, touch, and smell have become vital instruments for captivating audiences, igniting powerful emotions, and forging enduring brand loyalty. For forward-thinking brands ready to harness this potential, the future is about creating irresistible experiences. Reach out to TOSLA Nutricosmetics to expand your portfolio and elevate your brand to new levels of success.
