MODERN WOMEN & SMART BEAUTY
Bored women from the global world? So it seems. It is no longer interesting to find the same products, the same food chains, the same fashions in every part of the world. The watchword becomes «personalization», every object must be «unique».
Let’s think about the trend of tattoos, which are increasingly fashionable, and what are they, in essence, if not a personalization of our body? The designer bag? Ok but only with an addition that speaks of its owner, a design, a color, initials. Sneakers? The important thing is that there is no other identical pair.
In a world dominated by social media, it is a bit like we are looking for an antidote of uniqueness that satisfies the need for exclusivity that is inherent in each of us and, at the same time, transforms us from consumer to producer, with total control over the product and the result.
"The more you like yourself, the less you are like anyone else, which makes you unique" - WALT DISNEY
Also for cosmetics we are looking for exclusive products, we expect a personalized diagnosis to create our own customized beauty routine. You call it if you want «Smart beauty», a sort of extreme frontier of customization that has also led companies to evolve their offer to respond to that need to feel unique.
"Meeting customer demands has been our goal for years. Now we can do even more. We can make them feel unique. "Customization" is undoubtedly the trend of our era. That’s why we created four new lines, at the base of which there are essential elements for total customization." ERICA RUVUTUSO - R&D DEPARTMENT @ ELGON
Personalizing establishes real relationships - between desire and identity, between consumer and product, between customer and brand. It makes us feel emotionally involved because it allows us to be creative, always staying true to our style.
And how not to talk about that feeling of modernity? To be a step forward, not to settle for a standardized product?
"Sometimes my clients ask me something that doesn’t really do it for them. I get it right away, but it’s fair to explain it well. The shape and lines of the face tell us which point we need to highlight, but also where we need to look away. The blond attracts the eye, so the lighter shade must fall into the point of the face that we want to emphasize." HAIR STYLIST ELGON (?)
Being a woman in the 21st century means valuing diversity, affirming our identity, transforming a product into a unique and exclusive object, living ideal experiences that influence and guide our choices.
Waiting for Cosmoprof 2019 and the new theme of the Carpe Diem Collection, here is a little hint on the concept that we will present: curious?
"Every woman is unique and from now on her treatment is unique" - JAQUELINE ERRINGTON - INNOVATION MANAGER @ ELGON
#staytuned
In the next blog post we will talk about the new theme of the Carpe Diem Collection...