Trends / Tendance INTRODUCTION 037 dynamics, strengthening, in There was a lot of formulas. There is also a What solutions are particular, our relationship to talk about well-being pragmatic trend emerging: starting to emerge? nature and our commitment. at the time of minimalist products with There is a profound confinement, how “less but better”, with no Expectations are high transformation on themes fillers, placing the notion on packaging, with a such as sustainability or the was it expressed? of quality at the heart of simplification. But it seems explosion of well-being. We claims. this concerns more Western also feel there is a need to Well-being took the axis markets, when Asian and slow down after years of of health, with emerging Isn’t beauty going Chinese consumers prefer frenetic launches. concepts, such as to lose some of its exceptional objects. Brands “immunity”. Likewise, sensoriality? already offer hygienic To what accelerations we are witnessing packagings, such as pumps is the beauty sector everywhere a skinification or Airless dispensers, but phenomenon: products No, because we have to confronted? take on a dimension of create something more. the question of ecology is care (Photo C). This can This crisis is depriving becoming more pressing. This strengthened be seen with the return us of our sense of touch, It isthe end of “ready to relationship with nature is of aromachology. Even an essential element of throw” items, ephemeral not perceptible in ingredients hygiene is experiencing well-being. The haptic products or even of single- only, people expect more a boom in this direction: dimension, delivering an dose packagings. Ideas transparency and more it is becoming more emotional sensoriality, may areemerging on how to ethics. Understand how sophisticated. There is stand as an alternative, by capitalize on one’s legacy the product is made, with also a growing concern working on the vibrations of rather than launching what, by whom... With for “safety”, with immunity a cell-phone for example. novelties, to reassure the brands that have a positive boosters, antibacterial This is a complex issue consumer with familiar impact on living things. The properties... A trend and this will be challenging concepts. Personalization quest for well-being, which which is also visible in for brands, particularly in is not left out, with adapted has exploded in the past home-care products. digital communication. beauty routines. 10 years, now advocates The challenge is to make Just like adding sensoriality interdependence with the well-being desirable to products who do not Propos recueillis par / environment (Photo B). with new concepts and usually have this specificity, Interview by like hydroalcoholic gels. Sylvie Vaz The global information on cosmetics & fragrances Guide of cosmetic ingredients - 2020