May 11, 2018 | By WGSN Insider
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Mar 26, 2012
Over the four days at Cosmoprof Bologna, we met a lot of inspiring people and brands doing interesting, innovative work. Here are two noteworthy brands that brought the trade show to a nice close. Stay tuned for our comprehensive Cosmoprof Bologna wrap in the next week.
Davines is an Italian hair care brand whose philosophy is “Man, Technology, Nature.” They strive to find the harmony between the best of technology with the best of nature in the most sustainable way possible. At the show, they were featuring the revamped NaturalTech line infused with phytoceuticals (plant biological mixtures with extremely high antioxidant, anti-inflammatory and anti-free radical power. They also introduced Flamboyance (a revolutionary hair color line that is gentle and ammonia-free) designed by Artistic Director, Angelo Seminara. He was inspired by the perfectly “undone, nonchalant” beauty of French women. Flamboyance requires a new application technique called Flamboyage, a more natural-looking alternative to baylayage, by using a mesh rather than a foil.
We spoke to the inspiring Creative Director Maria Vittora Mangiarotti who told us that consumer demand inspired the R&D for no ammonia color. While they had the product last year, they wanted to improve the application process and therefore, postponed the launch for this year. “Look, just because it’s ammonia free does not mean that is all good. The reality is that it is hair color. We are using a gentler derivative. We are not going to lie to our consumer. We have to work from honesty, ” explained Mangiarotti. She went on to explain how Davines is trying to counteract any pollution caused and referred to a quote by Italian chemist/writer Primo Levi as the brand’s motto, “to be a chemist, means to be the highest lover of nature.”
Albea launched several new packaging innovations for face products for Cosmoprof. The first was the Eureka line, an innovative output-applicator system for powder compacts. The “handle” has an easy grip that enables the user to recreate the famous tapping technique used by makeup artists for flawless coverage. It also ensures maximum hygiene as user’s fingers never make contact with the thick puff.
There’s also a version for pressed/poured powder. The common problem with pressed powder compacts is that users use their fingers to hold the sponge to apply the product and use a swiping motion to get the powder on half the sponge. Therefore, a hole often ends up in the center of the product. So, Albea added a pull-out handle to the powder puff to ensure even application, maximum hygiene as fingers never touch the puff, and even coverage of the whole puff to avoid any product going to waste.
The Albea rep also talked about how mascara brushes have become the star of marketing campaigns recently. Perhaps lip applicators might be next? In the past two years, lipsticks have come back in a big way. Because of this, the current trend for lip glosses is opaque colors rather than the shiny glosses of the past. However, the difficulty lies in the application of opaque lip glosses. With a standard doe-foot shape applicator, it can be difficult to get the definition of the lip shape. Therefore, Albea introduced a line of flexible applicators with pointed tips to enable easier, more precise application. And for the traditional shiny lip glosses, Albea designed a rolling applicator with two holes in the brush for one stroke application. Many women tend to wipe the brush back and forth over their lips when applying lip gloss. This actually removes the product. So, the rolling applicator enables one swift motion and the holes allow for better product distribution, preventing any product from gathering in the center of the brush.
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