COSMETICS REVOLUTION IN FRONT OF OUR EYES New ideals of naked, pure, natural beauty
care products, the revolution in the beauty industry plans to completely revise the current practises of many multinational brands that will im- pact on your vanity case - and will do so in a very good way. All-natural care products are no longer limited to unglamorous packaging in a musty corner of bio pantries and natural chemists. These products that are “completely pure”, in terms of production, have now become ultra chic. The credit for this probably belongs, to a large extent, to Hollywood star and lifestyle guru Gwyneth Paltrow, who has caused a stir on the market with her Goop on- line empire, which addresses a pre- dominantly female population with the unequivocal message: “Everyone is slowly but surely moving towards the idea of how to be healthy and live more beautifully”. However, when conversing with the brand managers of major inter- national companies, I often hear how difficult it is to entice and maintain the loyalty of customers belonging to the Millennial and Z generations: they are constantly bombarded with advertising messages from a young age and innately distrust excessive- ly perfect images of surreal ‘photo- shopped’ scenes that the beauty in- dustry has spent years offering as an ideal without alternative. They prefer to buy after listening to the recom- mendation of someone from their circle of friends or niche influenc- ers whose tastes they trust, rather
The Millennial generation prefer to buy after listening to the recommendation of someone from their circle of friends or niche influencers than choosing mascara that’s pro- moted by glamorous Amazons with freakily separated lashes. This has created space on the market for newly confirmed author- ities of beauty, original small com- panies with an unusual story and an unpretentious approach that enables the sense and ethics of what they offer to outdo the marketing hulla- baloo. Adopting the trick of medi- cal cosmetics that are bought from pharmacies, their products fuse tried and tested ingredients that were first used in medicine more than a cen- tury ago and modern science that allows them to “play” with ingredi- ents that were previously used on- ly rarely. That’s because today’s market primarily needs transparency: in composition, concentration and the forming of reasonable prices. Prod- ucts are increasingly named after their leading active ingredient: Reti- nol, Vitamin C, Lactic Acid etc., with clearly defined concentrations that border or are equated with products that are prescribed and applied by dermatologists. And, to conclude, one question inevitably emerges: why are we aban- doning so many glamorously futur- istic ingredients in luxury packaging and turning to brands that promise only that which already exists in na- ture? The answer is similar to one when it comes to the desire to buy organic food or eco-friendly clothes: in order for us to feel less like polar bears on a melting glacier…
During a time when trusted influencers are testing innovations in beauty that they will reveal everything about to us, more than ever cosmetic brands must pay attention to every aspect of their presentation – particularly those aspects related to ethical production and natural ingredients H as it been tested on animals or just poor interns? Are all the ingredients suitable for vegans? There are many questions, and none of the brands that are dear to influenc- ers wants to have a bad reputation. Nonetheless, it is no longer suf-
ficient to merely have good inten- tions, rather it is also required to have completely transparent produc- tion. Okay, some shifts have already happened. Parabens have long since become passé. Micro-particles were banned completely last year. And de- spite there still being hundreds (if not thousands) of untested and po- tentially toxic chemicals in personal
Na tržištu je stvoren prostor za
novoutvrđene bjuti autoritete Space has been created on the market for newly confirmed authorities of beauty
Beauty » Lepota | 81
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