BEAUTY REPORT: NUXE
Instamasques: The new quick skin fix for time-poor travellers?
Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe tells Charlotte Turner why the company’s new Insta-Masque range – with its ‘addictive’ scents and formulas – is likely to be a hit with time-poor millennial travellers in search of a quick skin fix.
values. If there is one thing that millennials value, it is their time. They want it to be well spent and productive. Creating new beauty benefits with instant results meets that expectation. Each of our three Instamasque formulations need just two minutes on the skin to then have an instant effect. Natural ingredients also feature
highly in their priorities for product acceptability and over 75% of the ingredients in our Instamasque formulations, such as rose water and macadamia oil, silica grains and kaolin are 100% natural.
The Nuxe Insta-Masque range. T
ell us more about the three new Insta-Masque formulas…
The Insta-Masque range consists of three face mask products each with two key natural ingredients. One is for exfoliating and unifying, is pale pink in colour with a delicate scent of rose, transforming into a silky oil when massaged. This one is enriched with 100%
natural micro-grains of silica, it gently exfoliates all skin types, even sensitive skin. Its two natural ingredients are
rose floral water and macadamia oil, combining to create two beauty benefits; skin feeling ultra-soft and
“We expect them to have an almost addictive appeal amongst consumers once they find the beauty effects are visible so easily and swiftly.”
Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe
42 TRBUSINESS
its complexion smoother and more luminous. The second masque is for detoxifying and glow. This intense black ultra-sensory gel, with its fresh and slightly woody scent of cedar and bergamot, transforms into a lotion when rinsed. Its two natural ingredients are
softening rose floral water and botanical charcoal to capture and remove all impurities. Results include the skin being freed of impurities and glowing with freshness and radiance. The third and final masque is
for purifying and smoothing. This masque has a beautifully light creamy texture with a delicious fruity-green scent that creates skin ‘purity’ without drying the skin. Its two natural ingredients are
kaolin, a very soft white clay which unclogs pores and mattifies, and softening rose floral water which ensures the masque feels gentle on the skin. Its two beauty benefits include smooth skin with a matte finish and pores finally concealed.
Why are these masques well suited to millennials? They fit with their lifestyles and their
We know that sheet masks have become popular in recent years. What was behind your decision to use this more traditional format? This traditional format is extremely versatile. It is a format that can be used in the shower, when you’re short on time or when you are in ‘relaxation’ mode for some indulgent pampering. We are describing Instamasque as our 2-in-2 instant beauty boost products, created to meet a very strong demand for skincare results that don’t take hours or overnight application to take effect.
Which regions do you think this product range will be best suited to? I am not sure there will be a regional bias in terms of consumer preference. It is however especially suited to travel retail because travellers can benefit from their use on the go and the 50ml packaging creates no airport security problems. We expect them to have an almost addictive appeal among consumers once they find the beauty effects are visible so easily and swiftly. «
JUNE 2019
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