In the dynamic world of beauty, where visual and olfactory appeals dominate, a new player is poised to take centre stage: sound. While haptic appeal in packaging has been gaining traction, the beauty industry is awakening to the untapped potential of ‘sound satisfaction.’

In a market where a satisfying ‘click’ or the ASMR experience can elevate the consumer journey, experts are questioning why the beauty sector lags behind other industries in incorporating sound into its products and packaging. Benjamin Punchard, Global Packaging Insights Director at Mintel, points out the underutilization of hearing in the beauty and personal care packaging interaction.

“Food brands have long recognized the power of sound in supporting product quality,” says Punchard, emphasizing the parallels between the audible appeal of a Nestlé KitKat ‘snap’ and the role of sound in enhancing consumer perception.

Helga Hertsig-Lavocah, Senior Futurologist at Hint Futurology, echoes the sentiment, highlighting the beauty industry’s tendency to overlook the intrinsic connection between sound and consumer experience. She draws attention to other sectors, such as the automotive industry, where resources are dedicated to perfecting the sound of a closing car door, emphasizing the impact of sound on overall product satisfaction.

As the beauty world delves into the realm of sound, there is a question on whether home-use goods can draw inspiration from the professional beauty sector’s innovative approach to integrating sound. The potential for a symphony of sensory experiences, combining visual, olfactory, and auditory elements, opens up exciting possibilities for the future of beauty product development.

In a world where every detail contributes to the holistic consumer experience, the beauty industry stands at the precipice of a sonic revolution, recognizing that sound satisfaction is the missing ingredient that can elevate products from mere commodities to immersive experiences.