Powdered cosmetics, a sustainable version of our beauty ritual
Powdered cosmetics is a new approach to our beauty routine which is constantly gaining momentum. What is this new trend that is rethinking our approach to cosmetics? What more does it bring us? Does it come at the expense of product quality? This is what we will try to understand in this article.
Coming from Korea, powdered formulas are gaining new segments such as hygiene and care, particularly for the face and hair. This new anhydrous format stands out by its lightness, its more natural composition and its higher concentration of active ingredients. But also for its ease of recharging and its response to current consumer expectations in terms of clean beauty and respect for the environment.
According to Hélène Azancot, former general manager of various brands of the L’Oréal group, the objective would be to “reach consumers who want to consume beauty differently, to take them towards conscious beauty, with minimalist formulas in which the science progress makes it possible to do new things”.
Values of eco-conception, personal fulfillment and respect for the environment, make us think of “Do It Yourself.”..
Powdered cosmetics, an answer to the phenomenon of Do It Yourself?
As we have noticed in recent years, consumers are more and more fond of “homemade” recipes to take care of their skin. However, it is not uncommon to see some mistakes and situations aggravated with the use of these “Do It Yourself” creams. Indeed, let us recall that cosmetics is a complex universe and that it is not enough to mix a few plants with the right virtues to obtain the desired result.
This is why the brands have adapted and innovated in their turn to this phenomenon so much appreciated by the consumers engaged in their cosmetic routine.
Thus, they no longer offer ready-to-apply products, but rather do-it-yourself powder cosmetic kits. This involves rehydrating a powder with a liquid solution such as water, milk or oil to restore the desired appearance.
In addition to these kits to make, the consumer can benefit from a real service with the sharing of recipes, ingredients in detail, and manufacturing advice. These kits place the passion and the transmission of know-how of professionals at the heart of their profession. All this while restoring confidence in the brand and security to these “home-made” products. Consumers now feel that they are actors in their own beauty ritual and ambassadors of their brand, who know how to meet their ecological, practical and economic expectations.
More than an achievement, powdered cosmetics is above all a way to assert the consumer in his choices and give meaning to the products.
What about their effectiveness?
Powdered cosmetics seems to be part of an ecological and economic approach.