Coronavirus has forever changed consumers’ approach to beauty products and brands. We talked about it for a long time with Edmond Eisenberg and we chose to go to the bottom of the question, to understand how this invisible enemy actually unconsciously modified, perhaps forever, the perception of what is good and bad, of what is needed and what which we could give up.
1. Let’s start from ABC: The change of values
If until before this ruthless lockdown, natural was considered a guarantee of effectiveness and well-being, from now on the situation could be reversed. Beauty products that contain almost totally natural elements now frighten us: clean and free of preservatives are no longer necessary conditions, but the research is oriented towards those products guaranteed and safe even as long as they contain chemicals. BUT LET’S BE CAREFUL! It is undeniable, the chemicals ensure total stability and absence of contamination and, panicked, at this moment we are inclined to prefer the beauty products that contain them, thinking in some way to protect our health. It is also true that natural products, or at least most of them, expose more to the risk of contracting bacteria and viruses following a bad use. (just think of an incorrect closure of the cap or the immersion of the fingers to take the cream etc …) However, we must not forget that, if up to now natural products have been the favourites, there is a reason and lies in the impact that certain substances, considered toxic, have not only on our skin but also and above all on the environment.
2. The concept of Make-up
Not only the skincare but also cosmetics has been deeply affected by Covid-19. Make-ups that are too heavy and covering are no longer perceived as hygienic. Furthermore, staying in the house for a long time, we had the time to dedicate ourselves thoroughly to the care of our skin which apparently, without contestation, seems to be reborn from this period of make-up detox. The trend is to recreate increasingly natural, almost invisible make-ups that correct small defects and enhance certain areas, without hiding them. A Forbes study of last December attests how actually the most dangerous microbes are hiding in our make-up products: on a wide range of lipsticks, eyeliner, mascara, gloss and applied makeup tested, almost 80% of these were found be contaminated with bacteria and fungi, emphasizing, however, how contamination depends above all on the use that consumers make of it.
3. Products without water
The beauty trends see the use of water-free products in their formulas growing after the pandemic. In fact, water increases contamination and environmental waste, promoting the creation of new powder products such as spray creams or stick or solid make-up. It is thought that consumers from now on will become much more aware of the germs that live on the surfaces, choosing cosmetics packaged in such a way as to completely eliminate the need to touch them to take a dose.
4. Eliminate waste
In general, and it is a more than positive note not only for us but for the environment in which we live, there is a real battle for waste. Good conservation, whether it be natural products or with chemicals, is essential to eliminate the risk of contracting germs and bacteria. A good solution would be to avoid buying dozens of beauty products that we often try two or three times and then abandon. The advice is not to act on impulse by taking the side of chemical or natural products, but to carefully select the products we really need, choosing them based on the real needs (and some act of vanity) of our skin and psyche, without end up in unnecessary binge shopping session.
In conclusion, we must draw a true lesson from what has just happened, changing if necessary our attitude to the consumption of beauty products, without exaggeration and consciously. We cannot yet speak of the death of make-up (NEVER BE), nor of the exaltation of chemicals (NEVER BE PART TWO), but of finding a good balance between what the surrounding world now requires of us, always keeping well in mind, it is repetitive but necessary that beauty products do not impact only the person but the environment.
NEWS FROM THE BRANDS
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- @kylieskin
Simultaneously with all this, the news in the beauty field does not stop but following the trend that wants effective, safe products that we have as a focus on skincare rather than cosmetics. It is known to everyone that, for example, the famous Kylie Jenner brand has finally arrived in Italy, but in the “Kylie Skin” line and not Kylie Cosmetics, will it be a coincidence? We will see!