The emerging trend over the last year or so has been #nomakeup. We've seen it even more so during the health crisis, which has forced us to telecommute and therefore let our skin breathe ("phew" some would say). A morning routine not necessarily shortened, but replaced by healthier, less covering products than skin make-up. Inspired by Japanese beauty practices, we've learned to combine creams, each with its own targeted efficacy: serum, day cream, floral water, sun cream, ending with the trendy vegetable oil and its fixing active ingredients. And this routine has a name: layering.
After hours spent on TikTok for some, on Instagram for others, you've probably seen tutorial videos on "how to apply creams" as if we were becoming skincare artists (cf: makeup artist when makeup still existed). There's a whole chronological order to follow, so you don't miss a step in your beauty routine. What's more, female influencers appeared on the scene, informing us about the composition of these products, which to avoid and which to prefer. Brands were quick to catch on and understand the popularity of this wellness routine. A routine that forms part of a more global scheme involving nutrition and sport. One can't go without the other, and for these beauty enthusiasts, skin quality is now an integral part of a healthy lifestyle. Some even go so far as to respect the cold chain for cosmetics, with a refrigerator set aside for the purpose.
On a white background, without print, the brand name now has the same typology as the list of ingredients, and even blends in with the cream's transparent bottle. The idea? To refocus information on the very essence of the product - the product, quite simply! Faced with informed consumers, the brand has a duty to be as honest as possible, and doesn't hesitate to make the bottle transparent in order to shed light on the texture.
Sonia, head of strategy