08 Mar MODERN WOMEN & SMART BEAUTY
It would seem that women are becoming fed up with today’s global world. It is no longer interesting to find the same products, the same restaurant chains, and the same fashions in all parts of the world. The watchword therefore becomes ‘personalisation’, each and every object has to be ‘unique’.
Just think about the trend for tattoos, a fashion evergreen that, at the end of the day, boils down to the personalisation of our bodies. The designer handbag? Sure, but only if it boasts an additional feature that says something about its owner – an image, a color or their initials, for instance. A pair of sneakers? Why not? As long as there’s not another identical pair in existence.
In a world dominated by social media, it’s like we’re seeking a ‘uniqueness antidote’ to satisfy the need for exclusivity that has been instilled in all of us and that, simultaneously transforms us from consumers to producers, with full control over the product and result.
“The more you like yourself, the less you are like anyone else, which makes you unique” – WALT DISNEY
We’re even demanding exclusivity from our cosmetics, expecting personalised ‘diagnoses’ to create tailor-made beauty routines. Call it ‘Smart Beauty’ if you will, a sort of extreme frontier in the world of personalisation that has led companies to further expand their offering so as to fulfil our need to feel unique.
“Satisfying our customers’ requests has been our aim for years. Now, we can go one step further. We can make them feel unique. ‘Personalisation’ is without doubt today’s top trend. This is why we’ve created four new lines based on the essential elements for complete personalisation”. ERICA RUVUTUSO – R&D DEPARTMENT @ ELGON
Personalisation establishes genuine relationships – between desire and identity, consumer and product, and customer and brand. It makes us feel emotively involved, since it enables us to be creative, whilst staying true to our style.
And what about that feeling of modernity? Of always been one step ahead, of no longer being satisfied by standardised products?
“Sometimes, my customers ask me for something that wouldn’t really work on them. I see this immediately, but I’m aware of the fact that I need to explain myself properly. The shape and lines of the face guide us in terms of which points we want to emphasise and divert attention from. Blonde catches the eye, meaning that the lightest shade must fall on the point of the face that we wish to accentuate”. HAIR STYLIST ELGON (?)
Being a woman in the 21st century means enhancing diversity, asserting one’s identity, transforming a product into a unique and exclusive object, and living ideal experiences that influence and inform our choices.
In anticipation of Cosmoprof 2019 and the new Carpe Diem Collection theme, here’s a clue as to the concept we’re going to be presenting: curious much?
“Every woman is unique and, as of today, so is her treatment” – JAQUELINE ERRINGTON – INNOVATION MANAGER @ ELGON
In the upcoming blog post, we’ll be talking about the new Carpe Diem Collection theme…