Natalia Pikus
Editor-in-Chief BeautyHack.ru
More than the phone number of a good beautician, in Moscow, only the contacts of a trusted dressmaker are protected. I speak about this responsibly: I was looking for it myself, and then I did not want to share. There are very few of them, proven, they are being torn apart by wealthy clients and budding mini-brands. And this is amazing: at a time when you can buy a trendy item in the mass market almost the day after the show, we still make our life difficult by looking for fabric and all kinds of accessories, followed by trips to try on far from the center.
The times we are living in are amazing. Absolutely everyone is available to absolutely everything. You can do complex procedures in the salon, or you can at home - for this there are the smartest and most compact gadgets. Care products can be selected for skin with any nuances. The most "expensive" trainers share free workouts on Instagram, and you don't have to dream of a nutritionist as a service available only to the elite - there they are, for every taste, just have time to read and filter their covenants in social networks.
When I thought about the July topic and this column, I was sure that we were just tired of generalizing. There is so much in total that I want to shout "pot, don't cook!" And take a step towards a dress tailored to individual measurements, isolate yourself from the general flow with a train of a fragrance mixed especially for you. It seemed to me that we were tired of mass and uniformity, we feel that we are absorbed by all these “innovative”, “new”, “unique” products / ingredients / services / trends - and instinctively strive to defend our right to individuality. Hence the request for personalization.
But when we, while preparing the texts, dug deeper into the topic, I suddenly thought of less noble reasons. Along with all accessibility, we received an unlimited flow of information. And suddenly they became experts in everything: now we understand sulphates and sulphites, textures, we understand which ingredients we do not want to see in cosmetics and which additives - in product compositions. We ourselves know how much water to drink, how to calculate the calorie content, and that during static exercises the muscles get tired, but not pumped. We, the generation of marathons and courses, who think that we understood everything in two months, want to use the cosmetics that we have collected based on our ideas about beauty - because we ourselves know what is best.
What if this is not an instinct to break out of the overwhelming mass, but another way to rise above it? Using genetic tests to find traces of blue blood, and a rare intolerance to something to attract attention to yourself? Or the opportunity to justify laziness to train (for yourself or others?) By testing for a predisposition to sports.
The trend for creams suitable only for you is not new - it has been developing over the past few years. But what makes us dig deeper, passing more and more detailed analyzes and tests? This month we will deal with these questions, trying to understand how much this story is about a personalized marketing approach, and how much is about common sense and real needs.
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