DIY cosmetics… trendier than you’d think!
We may not hear as much about homemade these days but it’s still a major trend that caters to the needs of today’s consumers. Initially confined to crafts, cooking, and then home decoration, the homemade trend now applies more and more to cosmetics as well.
Our client Rowenta understands this and has come out with two revolutionary machines for making your own cosmetics at home: Naturalis for skin care (shower gels, creams, etc.), and Naturalis Fructae to create masks with fresh fruits and vegetables. (see the French site : http://www.rowenta-naturalis.fr/decouvrez-naturalis/naturalis-fructae)
Making your own cosmetics isn’t just for tree-huggers! The homemade principle in cosmetics also meets expectations for efficacy and customization.
The ultimate in personalization
And in the era of “ego tripping” where everyone wants to be unique, enhanced and “staged”, we know it’s a trend with strong potential appeal. In terms of esthetics, one notable proof is the boom in nail art: the nail polish shelves are brimming with colours, materials, sparkles, beads, and little sponges to make customized tie & dye looks. It looks like a shelf from the Craft Shop! DIY is also a way to cater to your own physiological needs without necessarily “getting your hands dirty”.
Certain brands know this and offer us halfway solutions: homemade… but not at home!
For instance, the Etat Pur brand proposes assembling a pure active ingredient + a specific skin care formula to give consumers a unique product adapted to their specific skin type, age, lifestyle or skin problems. (http://www.etatpur.com/index.php/nos-innovations-produits-notre-concept/). Dr. Pierre Ricaud offers the same concept with "Ma Crème Sur Mesure" (http://www.ricaud.com/fr/creme-sur-mesure/ ); "Ma Crème" by Ioma (http://www.ioma-paris.com/fr/) offers 40,257 combinations to design a perfectly adapted day or night cream, etc. This trend is also illustrated by the popularity of layering: each woman chooses her serum & cream combo to create a customized skin care ritual.
After slow food, slow cosmetics
But of course, what mainly guides the DIY cosmetics trend is the “return to the simple life”, to healthiness, naturalness and common sense – values that already characterize homemade when it comes to food. We now talk about slow cosmetics: taking the time for preparation, for selecting the ingredients (familiar, understandable ingredients) and for the beauty benefits… It’s a way of reassuring ourselves in today’s world of galloping technology and technical cosmetics.
In the same vein, “fresh” cosmetics have good potential. The trend started a few years ago: all the brands took their inspiration from food to design new indulgent varieties. At the time it was a matter of fragrances. But now we can create and consume cosmetics that are really made from fresh products. Lush (https://www.lush.fr/) has occupied this niche for a long time already, just like the brand Pulpe de Vie (http://www.pulpedevie.fr/) (with an organic claim to boot!).
Meanwhile, two students recently came up with the idea of Beautyfru (http://www.lh-forum.com/fr/final_projects/23-beautyfru-skincare-products-out-of-unavoidable-food-waste), a project for fresh cosmetics made from fruits and vegetables that are no longer marketable (expired best by date). Beyond riding the wave of the fresh cosmetics trend, the project has a social and environmental dimension that aims to reduce food wastage and train and employ underprivileged youth. The project offers all benefits of homemade rolled into one!
At Pixelis we’re totally convinced!