Featherbed trendletter inspired by self-care

As social distancing remains the order of the day, our longing for physical contact and warmth grows. It is time for a new, multi-sensory sensuality says Düllberg Konzentra. In its new Featherbed trendletter, the fragrance house provides inspiration to satisfy consumer hunger for the touch of skin.

The pandemic has left its mark and, as always, changing habits and lifestyles are altering consumer behaviour: cooking instead of dining out, dinner boxes rather than a trip to the supermarket, home fitness in place of the gym, TV screens taking over from cinemas, zoom calls instead of face-to-face meetings etc. All this has become the new normal, and it is developing its very own dynamic that shapes our self-image. While face coverings, medical masks and working from home have dented spending on beauty products, the ‘zoom effect’ has reignited to need to look good in a new way.

Focus shifts to self-care

The pandemic has also had an impact in other ways, explains Lisa-Marie Achilles of Düllberg Konzentra, and there are constants, too.

“Self-care, which means a focus on one’s own health and wellbeing, has taken on a whole new level of importance,” she explains. “Distancing is one of the best weapons we have in the fight against the pandemic. But it also comes at a cost: we’re missing out on human touch, intimacy, and the glow and warmth of those close to us.”

Touch is possibly the most essential of human needs. It plays a huge part in our well-being and is crucial to making us feel safe and connected.

Christian Lüke of Düllberg Konzentra adds: “This was precisely our starting point for the new concept, Featherbed. We want to reach out and touch people in a different way – through their senses. Our new concept aims to inspire the personal care industry to achieve this and satisfy people’s hunger for caress.”

Hyper-sensorialism and holistic wellness

When colours and fragrances move us, Featherbed aims to gently envelop the user like a delicate cloud of feathers. This holistic wellness concept for body and skin can help to sooth fraught emotions and deliver a sense of all-encompassing sensory pleasure. Colours and scents play a key role.

“The consumer trend is very clearly leaning to soft-powdery, sensual-balsamic, warm-creamy fragrances,” says Christian Lüke, Düllberg Konzentra.

Like all previous marketing concepts, Düllberg Konzentra has also underpinned this new fragrance world with a harmonious palette of colours: shades of golden tan and earthy brown, plus the more dynamic colour hot red expresses the longing for protection and warmth. Soothing shades plus seductive and sensual oils, in some cases combined with creamy ingredients like shea butter: there are many options when it comes to giving people a light-as-a-feather, hyper-sensorial caress à la Featherbed.

Lisa-Marie comments: “Fragrances, lotions or creams all create a safe and gentle cocoon that shields us from the world, imparting a sense of well-being. Featherbed products have a soothing and enveloping effect. They give us wellness, protection and security. And they touch us, even when real, physical touch is not possible.”