Ulimwengu wa leo wa urembo ni tofauti sana na miaka michache iliyopita. Wateja wanazidi kujiepusha na bidhaa za wastani zinazohisi kuwa za urembo - sasa wanataka bidhaa za urembo na hali ya afya inayowashirikisha katika njia za kustarehesha na za kucheza. Mnunuzi wa kisasa anathamini jinsi bidhaa zinavyohisi kihisia, na kuiweka kwenye kiwango sawa na manufaa ya kimwili na utendaji.
Saying that, overwhelming product cycles are everywhere, and consumers don’t want to think too much about their choices. Instead, they want products that give them a unique experience, in turn, creating new opportunities for retailers.
In this article, we’ll take a look at how brands can use “feel appeal” to cater to this discerning beauty-driven audience in 2025.
Orodha ya Yaliyomo
Mitindo 5 ya "kuvutia" ya kutazama mwaka wa 2025
1. "Urembo" wa kifahari: Furaha kwa kubuni
2. Tactile hedonism: From scenting to sensing
3. Playful textures: Return to childlike wonder
4. Haja kubwa ya uvivu: Faraja ya matibabu
5. Faraja za giza: Dystopian goosebumps
Bottom line
Mitindo 5 ya "kuvutia" ya kutazama mwaka wa 2025
1. "Urembo" wa kifahari: Furaha kwa kubuni
Je, watumiaji wako wanathamini utendakazi na kufurahia miundo mizuri? Wakifanya hivyo, watapenda mtindo huu. "Urembo" wa anasa hujumuisha kila kitu kutoka kwa chipsi ndogo hadi bidhaa za anasa za hali ya juu, na mojawapo ya njia bora zaidi za wauzaji reja reja kuinua hali hii ni kwa kukuza anasa "isiyo na hatia".
Kwa kifupi, hakuna njia bora ya kufurahia utamaduni wa "kutibu" kuliko kwa bidhaa zilizoundwa kwa uangalifu na zenye kazi nyingi. Hii inahakikisha wateja wanahisi kama wanapata matumizi ya anasa bila kudhuru sayari. Chukua Huduma Laini ya chapa ya Marekani, kwa mfano, ambayo Tiba yake ya Kurekebisha Mikono ya Theraplush Overnight huja katika kifungashio maridadi, chenye rangi ya manjano-njano maradufu kama tafrija ya kulalia na kishikilia vito.
Kuingia kwenye urithi wa kitamaduni ni mkakati mwingine mzuri katika mwelekeo huu, haswa unapojumuishwa na ufundi unaovutia. Matokeo yake ni bidhaa za vitendo lakini nzuri zinazounda miunganisho ya kihisia na kuhisi kuwa na maana zaidi.
Retailers must ensure they market these luxury “beautilities” products as purposeful so consumers feel they’re worth the investment. One brand that maximized this strategy is UK brand HUE, whose Dark Spot Night Serum SUPRA-EGG packaging is crafted by metal artisans in Turkey and can also be used as a small storage container for keepsakes.
Kategoria kuu za mtindo huu: Color cosmetics, tools and accessories, and skincare
Bidhaa muhimu: Facial tools, hair tools, and lipsticks
2. Tactile hedonism: From scenting to sensing
Soko la urembo linaingia katika wakati ambapo watu wanataka bidhaa zaidi na uzoefu unaohusisha hisia zao zote. Bidhaa zinapata harufu, muundo na muundo kwa sababu watumiaji hutafuta vitu vinavyoshangaza, kusisimua na kuwasaidia kwa njia nzuri. Hapo ndipo hedonism ya tactile inapoingia.
This trend focuses on creating designs that trigger specific emotions or behaviors. For example, Vyrao (UK) offers “neuroscents” that are scientifically designed to improve mood and mental clarity. But that’s not all. Tactile hedonism also helps design products with unique textures to catch consumer’s attention and offer them a more enjoyable experience.
Japanese brand Nadeshiko shows the full power of this trend with its Cool Essence Cotton Maker, which sprays a formula that turns into solid, cooling cotton pads that help minimize pores.
Kwa kuongeza, na tu 4% ya chapa za urembo zinazowahudumia walemavu na watumiaji wa aina mbalimbali za akili, kuhifadhi miundo rafiki ya kugusa ni njia nzuri ya kufanya soko liwe shirikishi zaidi na lipatikane.
Kategoria kuu za mtindo huu: Utunzaji wa ngozi, utunzaji wa nywele, harufu, na bafu na mwili
Bidhaa muhimu: Cleansers, shampoo, body washes/scrubs, scalp scrubs, perfume, and home scenting
3. Playful textures: Return to childlike wonder
2025 pia itakumbukwa kwa bidhaa zinazosisitiza maumbo na miundo ambayo inawakumbusha watumiaji furaha kama ya watoto. Miundo hii ya uchezaji inaridhisha, inasisimua, na inashangaza, na kuifanya kufurahisha zaidi kutumia, pia. Lengo hapa ni kubuni bidhaa za kucheza, za kusisimua ambazo huibua furaha na ubunifu.
Huu ni mfano mzuri sana: Chapa ya Kiitaliano Eigenmann & Veronelli waliunda Playdough Patch-to-Cleanser iliyoingizwa na utunzaji wa ngozi ambayo inabadilika kuwa muundo wa maziwa wakati watumiaji wanaichanganya na maji. Vile vile, Kisafishaji Mabubu cha chapa ya Kiindonesia cha Kefil (licha ya kufanya wakati wa kuoga kufurahisha watoto kuwa lengo kuu) kilipendwa na watumiaji wa Gen Z na Milenia wa TikTok ambao wanapenda vipengele vyake vya kutoa povu, uchongaji na ASMR.
Biashara nyingine inaweza kuchukua ni kwa kuangazia bidhaa zenye maumbo ya kufurahisha, shirikishi kama vile jeli za bouncy au povu laini. Fikiria kupata msukumo kutoka kwa Milk Makeup (Marekani), ambao hutoa Jelly Tints yenye umbo laini, wa kupoeza ambao huteleza vizuri kwenye midomo na mashavu, hivyo kusababisha matumizi mapya kwa watumiaji wengi.
Kategoria kuu za mtindo huu: Utunzaji wa ngozi, kuoga na mwili, na vipodozi vya rangi
Bidhaa muhimu: Safi, lipstick, moisturizers, na blushes
4. Haja kubwa ya uvivu: Faraja ya matibabu
There’s also been a shift in focus to rest and sleep, as more consumers understand the value of proper relaxation. That means businesses must also offer products that help turn their home or bedrooms into cozy, all-around wellness spaces. Retailers who want to leverage this trend can focus on sleep-focused beauty products that turn bedtime into a self-care experience.
SOVA yenye makao yake Singapore imetumia mtindo huu kwa kutoa foronya ya hariri ya mulberry iliyotiwa asidi ya hyaluronic, ambayo hutoa unyevu unaolenga kuwafanya watumiaji wastarehe wanapolala. Chapa nyingine inayofanya kitu kama hicho ni chapa ya nguo za kulala Lunya, ambayo huunda vitambaa vilivyowekwa viungo vya utunzaji wa ngozi ili kuunda matibabu ya mwili mzima na kuonyesha njia mpya za kutoa manufaa ya urembo.
Mtindo huu pia unatoa fursa nzuri kwa biashara kuguswa na hitaji linaloongezeka la maandalizi ya kulala na bidhaa za kupumzika. Kwa mfano, chapa ya Uingereza ya Ancient + Brave inatoa kinywaji cha Cacao + Collagen ambacho huwasaidia watumiaji kupumzika kwa usingizi bora huku wakirutubisha ngozi zao.
Retailers can also take a page from Austrian brand Susanne Kaufmann’s business book. The brand provides Hayflower Bath Oil, which hydrates the body and soothes the mind. Even devices can help tap into this trend, like US-based Current Body, which offers a device for at-home LED light therapy, delivering restorative, clinic-quality care.
Kategoria kuu za mtindo huu: Bafu na mwili, utunzaji wa ngozi, na utunzaji wa nywele
Bidhaa muhimu: Vinyago vya usiku, mafuta ya kuoga/chumvi, na zana za uso/mwili/nywele
5. Faraja za giza: Dystopian goosebumps
Harufu, rangi, na hadithi zitakuwa ufunguo wa kuunda hisia za udadisi, mshangao, na hata usumbufu - yote ni sehemu ya mwelekeo wa "hisia ya kuvutia". Zaidi nusu ya watu duniani kote (57%), hasa Milenia (67%), wanafurahia uzoefu "unaowapa bumbuwazi." Wauzaji wa reja reja wanaweza kugusa hamu hii kwa kutumia vifungashio na harufu zinazochochewa na dystopia na fumbo.
Kwa mfano, harufu ya chapa ya Marekani ya Baude's Darkwave Utopia inachanganya dhana bora ya kitongoji cha Marekani na msokoto wa kigothi, na kuunda mchanganyiko wa fumbo na uzuri. Zaidi ya hayo, wauzaji wa reja reja wanaweza kuzingatia manukato ya ujasiri ambayo yanaweka giza kwenye harufu zinazojulikana au kuanzisha mpya zisizo na wasiwasi, zinazovutia.
One example to look at here is the Romanian brand Toskovat, which crafts unique and provocative scents like “Inexcusable Evil,” featuring unexpected notes of gunpowder, blood, and bandages. Remember to encourage consumers to embrace a full range of human emotions with Alt-Optimism and deeper, darker color palettes.
Aina kuu za mitindo: Fragrance, color cosmetics, and tools and accessories
Bidhaa muhimu: Perfume, lipsticks, eyeshadows, and face/body/hair tools
Bottom line
Utafiti from researchers at Universidad de los Andes in Colombia found that textures, packaging, and fragrances strongly impact how consumers feel and perceive products. Multisensory packaging and unexpected textures (like jellies, oils, and foams) can be especially appealing for Gen Z shoppers. Overall, “feel appeal” is the next big thing for 2025, and these trends are the best way to leverage this increasing demand for luxury, emotional intensity, and sensory appeal.
