International Beauty Expert - On Trends In Quarantine, Adaptive Cosmetics And A Device That Applies Makeup

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Video: International Beauty Expert - On Trends In Quarantine, Adaptive Cosmetics And A Device That Applies Makeup

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Video: Cosmetic Consumer Trends – Personal Care Innovation in a COVID era 2023, January
International Beauty Expert - On Trends In Quarantine, Adaptive Cosmetics And A Device That Applies Makeup
International Beauty Expert - On Trends In Quarantine, Adaptive Cosmetics And A Device That Applies Makeup
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What beauty trends were especially pronounced during the pandemic, what is adaptive cosmetics and why should we talk about it, is it possible to trust all eco-brands, is the blue screen of smartphones really harmful and what to expect in the world of cosmetology in 10 years? On the air of our Instagram page, Katya Domankova, co-founder of BeautyHack.ru, discussed all these issues with Anna Dycheva, an international expert in the field of cosmetics and perfumery marketing. Anna is well versed in the subject of beauty - she has worked with InterCHARM for 20 years, and for the last ten years has been the CEO of Reed Exhibitions (the organizer of the InterCharm exhibition). As a bonus, look for our expert's favorite beauty products (she won't give you any bad advice!).

avatar Anna Dycheva
avatar Anna Dycheva

Anna Dycheva

international expert in the marketing of cosmetics and perfumery, CEO of Reed Exhibitions

What happened to the beauty industry in a pandemic

In the context of the pandemic, the cosmetic market, of course, suffered. Especially beauty salons and clinics. For eight weeks all over the world stylists, make-up artists and beauticians can only keep in touch with their clients online. Now in Russia and in some other countries they began to open salons, but sanitary requirements are beginning to appear: the distance from the client to the master should be two meters (accordingly, it is impossible to cut and do a manicure and pedicure in such conditions), you cannot receive more than two visitors at a time, after each client there must be disinfection. And in the United States, a "covid" tax is also introduced - the client must pay more, since his maintenance requires more costs - the use of masks, sanitizers, etc.

If we talk about selling cosmetics and perfumes in stores, then there are nuances here. Cosmetics is not a book, it is not convenient to buy it online. First, you must definitely test, touch. Sales of home care products and hair dyes have been growing in recent days, but overall the market has stalled. There is a lot of discussion that now it is easier for large brands and more difficult for small ones. But, on the other hand, small business is always closer to its consumer, they trust him more. But absolutely everyone finds it difficult to exist in new realities. Firstly, the attitude towards seasonal products has changed, that is, the rule to focus on sales of sunscreens in the summer and perfume in the fall before the winter holidays, now does not work. Secondly, due to the change in the exchange rate of the euro and the dollar, the price of food has to be changed. It turns out a double blow.

However, a complete loss of the beauty sphere will definitely not happen. We all tried to sit at home, but still each of us wants to look at ourselves in the mirror. We will not be able to completely limit ourselves in purchases.

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Trends that have emerged in quarantine

Home spa treatments have become popular. Brands offer home care products in a playful way: for example, mask bases that need to be diluted with water.

Face masks are becoming innovative: instead of the fabric we are used to, they appear with sensors that act on certain points for massage, with a scent that relaxes.

Many people suffer from insomnia, so there are more new products to help improve sleep. The night mask can now not only restore the skin, but also has a scent that helps you fall asleep faster. Moreover, manufacturers use not only lavender, from which some people have intolerance, but also other ingredients for the composition.

Products for the buttocks continue to be popular - masks, creams. In the last 20 years, this area of ​​the body has received increased attention.

Eco-brands: can everyone be trusted

In the last eight weeks, mindfulness has receded into the background. However, the topic of ecology is still relevant: there are many innovations in deodorants, brushes and other products for daily use. Eco-packaging is made, liquid formulations are replaced with powder ones. For brands alone, such developments are very difficult and costly. It can also be difficult for consumers to change their minds, not everyone is willing to overpay. Once I spoke at a seminar among a young audience (they were 20-22 years old), everyone was very worried about the topic of ecology, but they hesitated when the question came up about overpaying to save the planet by at least 20-30% …

It is also important to find eco-brands that have certificates that inspire trust. Some people base their marketing on intimidation, saying that everything is natural, while others are all toxic. I am wary of such statements, you cannot influence the choice of the buyer in this way. He must decide for himself what he needs, study the philosophy of the company. For example, the Blue Beauty direction is now becoming especially popular, these include the brands One Ocean Beauty's, Kinship and others. And they really command respect: they make packages from plastic caught in the ocean (they write a certain code on the labels, by which you can find the place where this particular plastic was obtained on the Internet), and the proceeds from the sale are transferred to the fund for clearing the oceans.

Adaptive cosmetics: why it is so important

Adaptive cosmetics are created for people with disabilities. Usually, for this, a special readable text is used on the means or devices are attached to them with which you can apply the product. Of course, these cosmetics are very necessary, but the brands that produce them are having a hard time. This is connected with finances - such developments cost a lot of money, as well as time and energy. Most adaptive cosmetics are produced by makeup artists who have encountered this problem and now want to help. But we must draw attention to this topic, talk about it more often. This can bring results. Large companies have already begun to create initiatives: some mark shampoos and conditioners (for example, put a dot on one product and a line on another), create a raised font on packages so that everyone can read the composition.And the Gillette company recently introduced shaving machines designed specifically for the elderly (such as are especially relevant for employees of nursing homes). This is a good promotion. Let's hope there will be more of them.

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Blue light from the phone screen and melatonin - myth or truth

There is a lot of research on the blue screen. And how many scientists talk about harm, the same amount - that there is no harm. I'm skeptical about it, it's more of a marketing story. We, using gadgets, must ourselves be aware of their harm - how we squint our eyes when we look at the screen, how we break our sleep patterns. By the way, sleep disturbance from gadgets is a proven story. The blue screen suppresses the production of melatonin, which is responsible for sleep. It's true.

Some products contain the ingredient melatonin, I believe in it, but without fanaticism. If you drink melatonin, but talk to your friend for several hours every day and watch TV shows, then the pill will not help. You must first review your regimen, and then add therapy. It's like using an anti-cellulite product, but eating a chocolate cake every night.

Beauty industry in 10 years

I think in 10 years we will be sitting at home with printers and ordering cartridges online, with which it will be possible to print out the necessary cosmetics or perfume. This will help us cut our packaging budget and not waste money on products that don't fit. We will also conduct online consultations with experts around the world, we will scan the condition of our skin in 3D, we will have smart mirrors that tell. what will happen to the skin in the coming days (for example, the mirror will say that in two days you will have inflammation or a pigmented spot). But most of all I am looking forward to a machine that will apply makeup on my face. By the way, one company already has such a development. At first it looked like an April Fool's joke, but now it is planned to launch. The creators are waiting for the production to become a little cheaper and become available.And all the technologies of the future I have described already exist, but are waiting in the wings, you need to get used to them.

Bonus: Anna Dycheva's favorite beauty products

  • I love the professional care products from the American brand HydroPeptide: Pre-treatment Toner, Power Serum, Power Lift face cream, Firm-A-Fix Nectar firming serum.
  • Among the cleansers, the most suitable enzymatic powder Silk Peeling Poweder, Sensai. I also use the ufo fuchsia, FOREO face cleansing gadget.
  • I am Cure Patch, KARATICA microneedle patches save me from acne (my skin is prone to acne). I usually leave them overnight.
  • From masks I prefer Korean cloth. They have the perfect combination of price and quality. Like brand Dr.Jart - use tissue mask and cream Re-Cover Cicapair.
  • On business trips after night flights, I use Ansaligy lifting patches for the face. ⠀
  • For my body, I have a moisturizing cream Body 24 Hour, Valmont.

But I always say that you can, of course, experiment with care products, but it is always better to consult with a beautician. We often arrive with illusions about ourselves. Only a specialist can choose the right care by diagnosing the moisture content of your skin and the level of pigmentation. Also, when choosing funds, you need to take into account the hormonal background, bad habits, and lifestyle. And when you have an idea of ​​your face, when you know your problems, then you can make a choice based on the budget.

Recorded by Christina Semina.

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