3 minute read
Conscious makeup designed for green consumers
As we continue to experience uncertain times, consumers will continue to incorporate makeup into their daily self-care routine to feel normal and as good as possible. Although people’s behaviours, needs and spending have changed, the beauty industry has a unique ability to ensure its survival.
Historically makeup has shown it can be a powerful mood booster. Even during an economic crisis, lipsticks remained ‘recession-resistant’, earning the name of ‘the lipstick effect’.
Consumers desire to keep healthy and look good will gain intensity, dictating a new direction for makeup. This means makeup must go beyond aesthetics, integrating skin care and immediate benefits to meet the needs of consumers now looking for more from their makeup than just flawless coverage. New products need to be designed for the huge digital shift consumers are experiencing along with their increased concerns about the environmental impact of their actions.
As video conferencing becomes the norm and the amount of time spent online rises, beauty needs will also reflect these new on-screen lifestyles. Foundations, undereye concealers, and eyeshadows need to make consumers look good on video while protecting skin against blue light, which can cause premature skin ageing and inflammation. Digital behaviour will stick beyond the outbreak of the coronavirus, driving greater demand for blue light protection in makeup and skincare products.
COMMITTED TO SUSTAINABILITY
Additionally, consumers are more passionate about protecting the planet which goes hand in hand with concerns about the environmental impact of beauty products. These consumers are willing to take personal actions towards a sustainable future, demanding transparent, natural, ethically sourced and sustainable beauty products. Younger generations, such as Gen Z and Millennials, are the leaders of this evolution mindset; they are the conscious consumers. For them, it’s no longer enough to look and feel fabulous—makeup has to be created using the most natural, sustainablysourced ingredients available. Nature-based formulations uphold safety and meet the value-driven motivation of conscious beauty principles.
This is why Lubrizol Life Science Beauty (LLS Beauty) has introduced conscious makeup, the next era in nature-based colour cosmetics, which includes a new collection of formulations with 95% natural origin content. The formulations and technical support are available locally from Carst & Walker.
NATURE-BASED FORMULATIONS
The line includes an everlasting flawless facial foundation with a lightweight formula that stays put all day and is ideal for dry, combination and oily skin types. It reduces shininess, protects against light radiation and light-caused damage to be screen-ready anytime. Ingredients include Matrifuse S-1 dispersant, providing excellent pigment dispersion for better coverage as well as Matmarine biotech ingredient, which reduces skin shininess and the appearance of pores while Lumicease blue ingredient protects against light radiation.
The water-resistant mascara is a long-lasting formula that glides on softly, making lashes appear longer throughout the day and is easy to wash off at night. Key ingredients in the mascara formulation include Kelco-Care diutan gum for viscosity and smooth texture, Avalure UR 450 polymer for water resistance and Actiphyte rosemary and gotu kola to enhance the appearance of lash length.
The collection also includes a satin finish lipstick with a smooth, moisturising formula that applies evenly, leaving lips feeling rejuvenated, fuller and ultra-soft. This formulation is designed using Schercemol 1818 ester for its satin cashmere soft finish as well as Actiphyte avocado and coconut to protect skin cells from UVB-induced damage and Actiphyte yam for a long-term plumping effect. •
Carst & Walker – carst.co.za
Lubrizol Life Science Beauty – www.lubrizol.com
