Why do some products feel great when used—but fail to drive initial purchases?
Many brands still focus heavily on ingredients.
But in reality, the way consumers choose products is much simpler.

“How will it feel when I apply it?”

In today’s social media and review-driven market, the user experience—
especially texture and application feel—has become the key factor that drives purchase decisions.

Ultimately, texture determines the purchase.

1. Why Has Texture Become More Important?

In the past, ingredients and functionality were the core competitive factors. But today, the criteria have changed.

Products are no longer just about function— they must be designed around the moment of use.

On short-form platforms like TikTok, a few seconds of visual experience—how the texture spreads and absorbs into the skin—can directly drive purchasing decisions. Consumers describe products like this:

“It’s lightweight and absorbs quickly.”
“It’s not sticky at all.”
“It layers well under makeup.”

Consumers don’t remember ingredients. They remember how a product feels.
That’s why purchases are ultimately driven by texture.

Past

Ingredients ▶ Function ▶ Purchase

[Ingredient-driven]

→

Present

Texture ▶ Experience ▶ Purchase

[Experience-driven]

2. What Consumers Mean by “Good Texture”

Simple consumer expressions actually reflect clear formulation principles.

Lightweight Fast absorption with a fresh,
non-residual finish

Hydrating Maintains moisture
without feeling heavy

Layer-friendly Stable and smooth
when used with other products

Refreshing Clean finish
without excess oiliness

Even with the same ingredients, how the texture is designed can completely change the final product quality.
In the end, what consumers remember is not the ingredient— but the experience of application.

3. 3 Key Factors for Choosing the Right Formula

So how should you choose the right formulation?

1) Usage (Context)

When and how will the product be used?

- Is it used as part of a morning routine?
- Is it applied before makeup?
- Does its usage vary by season or skin type?

2) Finish (After-feel)

What kind of sensation should remain on the skin?

- Does it leave a fresh, lightweight finish?
- Does it maintain lasting hydration?
- Does it create a rich, protective barrier?

3) Function (Benefit)

What skin concern should it address?

- Does it deliver hydration quickly?
- Does it effectively support the skin barrier?
- Does it naturally improve skin tone and texture?

By aligning these three factors, the direction of your formulation becomes clear.

4. Applying This to Real Formulations (CTKCLIP.COM)

"Planning a summer hydration line?"

➔ Water-based gel texture

A lightweight, fast-absorbing texture that delivers a refreshing feel instantly upon application.
Its sensorial experience is easily communicated, making it highly effective for driving purchase conversion.

Featured Formulas

Cool Rescue Gel

Brighten Up Water Gel

Xylitol Soothing Cream

" Developing a brightening line for sensitive skin? "

➔ Lightweight serum texture

A buildable, lightweight texture that absorbs smoothly even in multi-step routines.
Ideal for daily use, helping create consistent user experience and repeat usage.

Featured Formulas

Gluthenol Brighten Up Serum

Revitalizing Oil Drop Serum

Yuja Vit.C Brightening Serum

" Focusing on overnight barrier care? "

➔ Rich cream texture

A dense, protective texture that forms a moisture barrier on the skin.
Delivers immediate hydration and comfort, leading to high satisfaction, especially in seasonal products.

Featured Formulas

Shea Rich Cream

Cera Fluid Cream

Core Tension Cream

Designing formulations around texture and experience can significantly change both product direction and quality.
With CTKCLIP.COM, you can turn your ideas into products quickly using globally validated formulations.

5. Products Are Ultimately Chosen by How They Feel

Great ingredients alone are no longer enough.
Today, product competitiveness is defined not by “what it contains,” but by “how it feels on the skin.”

If the texture doesn’t translate, the product is never fully experienced.
And products that are not experienced rarely lead to purchase. Start your product development with texture.
The moment you do, your product’s competitiveness changes.

Start with What the Market Chooses Today

At CTKCLIP.COM, you can bring your ideas to life quickly with globally designed formulations and efficient development processes.
If you’re unsure which formulation fits your product, start by making the right decision—with expert guidance.

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