Consumers prefer clear messages that match prior knowledge and experience – a perfect example is yogurt: Yogurt, as a probiotic food, is a success – it’s healthy, it’s nutritious, it’s tasty. These positive consumer associations are the perfect starting point for developing cosmetic concepts. Lipoid Kosmetik has rediscovered yogurt’s beneficial properties for the treatment of sensitive skin and developed a 100% natural, prebiotic, spray-dried yogurt concentrate derived from Swiss milk. As an active ingredient, the yogurt concentrate strengthens the skin’s microbial and physical barrier, it calms and soothes sensitive skin. The power of pre-existing associations was demonstrated in a consumer survey, where yogurt provided an instant sensation of skin refreshment that was triggered by consumer expectations.