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Empowering via sensory makeup concept
n Astrid Douchin - Lucas Meyer Cosmetics, France
Inspired by our desire to give meaning to innovation, Color’Ethics is a makeup collection allowing the expression of our inner and outer selves: the perfect match between a desire to reconnect with the creative freedom from the 90s and the respect of today’s ethical values. Building upon the success of the Golden
Age trend, our 5 innovative formulae establish themselves as daily allies. They embrace a green, clean and empowering beauty heritage as designed without controversial ingredients yet with sensory uniqueness, active properties, optimum colour intensity and natural origin content. Makeup has often been used to hide
imperfections, yet today with global access to social media, consumers find in makeup, not a way to hide anymore but to highlight who they are. It even goes beyond expression; people seek holistic awareness and makeup appears as a tool leading to it. Sensory in makeup empowers
consumers. We know, through colours, mood is influenced. And through our unique textures, happiness is triggered. Indeed, intrigued by the power of touch, we conducted a study on how our functional ingredients can boost the happy feeling. By analysing the sensory response of panellists via pupil expansion while touching our textures, we observed our functional ingredients can trigger and enhance the feeling of positive emotions. As per holistic awareness, the
philosophy behind product development is as important as sensory. On this concept we imagined being the consumers of this makeup collection and what could have been the must-haves leading to a potential purchase. In order to respect ethical values, we did our best with a high percentage of natural origin content and no use of the following controversial ingredients: PEGs, silicones, mineral oil, alcohol, phenoxyethanol and parabens. In terms of makeup itself, replacing silicones is a big challenge as their skin-feel properties are much appreciated by consumers, yet with the help of our functional ingredients, the sensory possibilities are infinite.
November 2020
Drew Tinted Hydraflow (Left), Halle Midnight Mascara (Right).
The other challenge that has been
considered through the whole development is pigment suspension and dispersion. The development of our formulation concept lasts about a year-and- a-half to answer the whole brief including our robust stability programme compliance. On textures generally, optimisation is a never-ending job as our desire is to continuously improve the composition of our formulae in order to fit the evolution of consumers’ demands. Last but not least, what makes this
collection different is that we wanted it to be field-proved so we partnered with an award-winning makeup artist named Myriam J Make-up to test our five formulae and have her feedback on the makeup application and feel, with an application demo available on our YouTube channel.
Drew Tinted Hydraflow Our Drew Tinted Hydraflow is inspired by the radiant freshness of 90s icon Drew Barrymore. This multifunctional light tinted fluid has a second skin effect, good yet natural coverage, long-lasting performance and is a true skin ally with continuous hydration and anti-pollution benefits. This formula nourishes the skin for optimum
comfort, radiance, and protection which nowadays are mandatory features while wearing a face mask. The hybrid texture of Drew Tinted
Hydraflow makes it a unique tinted face care product. Fluid yet unctuous, the product is easily applied with a smooth and homogeneous coverage. The finish is satiny and the peach skin effect is immediate. The synergy of Glyceryl Stearate Citrate
(and) Polyglyceryl-3 Stearate (and) Hydrogenated Lecithin and Glycerin (and) Glycine Soja (Soybean) Seed Extract delivers a stable oil-in-water emulsion, and with Lysolecithin (and) Sclerotium Gum (and) Xanthan Gum (and) Pullulan provides superb pigment dispersion and a light skin feel while maintaining low viscosity, for ultra spreadability and coverage. Developed via circular economy, Glycerin (and) Picea Mariana Bark Extract (and) Acer Rubrum Bark Exctract (and) Betula AlleghaniensisBark Exctract (and) Pinus Bank Banksiana Bark Extract, a mix of four bark extracts, brings long-lasting hydration, while Glycerin (and) Water (and) Anigozanthos Flavidus Extract, an organic Australian flower extract, stimulates regeneration of the extracellular matrix for maximal ageing prevention. Water (and) Butylene Glycol (and) Alteromonas Ferment Extract, a uniquely-sourced postbiotic, forms a biomimetic shield against urban pollution while Glycerin (and) Water (and) Inula Helenium extract strengthens the skin barrier to protect from heavy metals and blue light-induced damage. Drew Tinted Hydraflow is 99.6% natural origin and designed with 100% vegan compatible ingredients. Due to its low viscosity Drew Tinted
Hydraflow can be dispensed using a dropper. This ensures precise dosage and maintains a hygienic formula.
Halle Midnight Mascara Our Halle Midnight Mascara is inspired by the assertive self-confidence of 90s icon Halle Berry. It provides an immediate and spectacular lengthening effect for a voluptuous look that last all day and all
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