What's in a texture?

In today's complicated world, nothing is as simple as it seems any more and the definition of texture transcends conventional perceptions of rough and smooth, bordering on the sublime. Beauty creams, for example, continue to explore new frontiers that extend beyond the rudimentary rules of beautification.

In fact, there's a whole new science dedicated to how textures affect women and how they associate the feel of a product with luxury.

"Chanel actually carried out a survey to find out what kind of textures women linked to ageing," says Dr Marie-Hélène Lair, Chanel's head of scientific communication.

As impossible as that sounds, there's actually a logic to it.

"Just like how the smell of leather seats in a new car is rated in the car industry or how the texture of fabrics like silk equates with quality, the texture of a product is very important to Chanel," she explains.

A pharmacist by training, Lair lets on that Chanel is obsessed with the quality of textures and goes the extra mile to ensure that the image of luxury and pleasure are translated to the women who buy their products.

This was done through a sensory analysis (based on mathematical calculations) to quantify the relation of texture to ageing.

"The Chanel woman is very precise. So, we came up with Sublimage Texture Supreme under the Chanel Precision range in 2006 to target all her needs."

This cream offers a cashmere texture that envelops the skin in luxurious richness. Designed to be the brand's ultimate signature cream, the "powers"  of Planifolia-PFA obtained from the extracts of vanilla planifolia grown in Madagascar within the formula addresses ageing concerns. Since it is ultra-concentrated, even a minute amount is touted to be effective, keeping skin firm, smooth and radiant.

This month, Chanel launches a brand new texture to complete the range called Sublimage Texture Universelle, which offers a new light texture that's "soft and as fine as silk, embracing the skin with a sheer and delicate touch."

This is to meet the different needs of the younger user who may feel the earlier version is too rich for her skin.

"We are more well-known for our make-up and colours. Skincare is not in Chanel's DNA so we had to work extra hard to prove ourselves to those who may be more familiar with other brands that have been in the industry much longer.

"When we first started out in skincare, we only offered 25 products in 1999. But we've made amazing progress and worked hard on proving our credibility," explains Lair.

Today, Chanel has more than 80 products in its skincare line-up and has no qualms about where it stands in an industry that recognises the hard work and research put into all of its products.

"It is difficult to link science and luxury as people don’'t see both of them going together. But for us, the sense of luxury plays an important role and we knew the kind of texture that we wanted for Universelle. So, our labs concentrated on developing the luxury sensory further while looking into ageing needs."

The Sublimage range also includes the Essential Regenerating Nanolotion, Essential Regenerating Eye Cream, Essential Regenerating Concentrate, Fluid and Essential Regenerating Mask.