LE BON MARCHÉ INAUGURATES ITS “MAKE-UP WORKSHOP”
Located on the first floor of the Parisian department store, Le Bon Marché make-up workshop covers 350m2 and offers a wide selection of top-of-the-range make-up products. In this way, Le Bon Marché is reinventing the world of make-up and positioning itself in this market of personalised services by taking inspiration from the leaders in the sector for instance Mac, Benefit or Sephora that already offer similar concepts.
SEASONLY, THE SUSTAINABLE BEAUTY BRAND IN THE SPOTLIGHT AT GALERIES LAFAYETTE HAUSSMANN
Nice publicity stunt for Seasonly. The French brand known for its eco-responsible commitments invites itself to Galeries Lafayette Haussmann. Seasonly markets products with a short and transparent composition that respects both the skin and nature. A so-called “clean” beauty, which, according to the brand, translates into a balance between “science, nature and pleasure”. At Galeries Lafayette Haussmann, the brand occupies a corner exclusively dedicated to it. This event is part of Galeries Lafayette’s eco-responsible strategy and its Go for Good label, created in 2018, which highlights eco-responsible products that work to respect the environment or contribute to social development. In addition to the sale of Seasonly products, it is possible to enjoy two wellness services: a space with bubble cabins and a Gym treatment, two relaxation activities that aim to rethink well-being by eliminating the chemical aspect in favour of these new active massage techniques. A good way to reconnect with department stores after this long period of confinement.
RESPONSIBLE AND LONG-LASTING MAKE-UP?
Rethinking packaging to reduce waste is the project developed by beauty service provider Essentia Beauty. By creating lipstick refills or reusable pallets with interchangeable shadows, the supplier is offering consumers the opportunity to change their consumption habits. Indeed, the international community’s awareness of the climate emergency is prompting them to rethink their habits, especially after Covid. A change that is shaking up brands and leading them to promote eco-design.
GUCCI SHOWCASES SUSTAINABLE FASHION
The Italian house unveils its first eco-responsible collection made from recycled and sustainable materials. In order to put the house in the circular production, the new collection “Off the grid” has just been launched. A complete collection of accessories, ready-to-wear and shoes. The brand also relied on a committed advertising campaign with a staging in Los Angeles, in the “middle” of nature. To represent this collection, Gucci called upon personalities who are mobilized in the fight for the climate, such as actress and activist Jane Fonda, environmentalist David Mayer de Rothschild and rapper and composer Lil Nas X.
BALZAC PARIS CREATES AN ECO-FRIENDLY COLLECTION
The French brand, with a strong environmental consciousness, decides to go further in responsible fashion. It has just unveiled a collection made from fabric scraps. This season, the brands Promod and Maison Baluchon have partnered with the Balzac brand to provide them with their fabric ends to create this eco-friendly capsule. This collection includes dresses, T-shirts, shorts but also underwear and will be available from July at prices ranging from 25 euros to 135 euros.
WHEN BEAUTY MEETS TECHNOLOGY AND INNOVATION
Several projects were unveiled at the Consumer Electronics Show, one of the most important trade shows dedicated to technological innovation. This year’s focus was on personalized home care devices. Brands such as L’Oréal offer customized solutions that take into account the consumer’s skin type, preferences and factors that can affect the skin such as weather conditions. The launch date for this device is scheduled for 2021. For its part, L’Occitane is launching its “Duolab” project: a machine created in partnership with Rowenta, coupled with a range of capsules and a skin diagnosis tool to obtain a morning and evening emulsion that perfectly meets the needs of consumers.
Finally, Amorepacific, a Korean cosmetics group, has invented a 3D facial mask system. “IOPE Tailored 3D Mask” uses a smartphone application to measure the dimensions of the face and print a personalized hydrogel mask adapted to the morphology of each person and the needs of their skin. Beauty is entering a new technological era by adapting as always to the needs of consumers.
LUXURY REINFORCES ITS DIGITAL PLACEMENT
Chanel is reinventing its means of advertising to promote its new spring-summer 2020 eyewear collection through social networks. The brand has called on two main ambassadors: world-renowned singer Pharrell Williams and Belgian singer Angèle. Chanel unveiled a black and white video campaign on Instagram around a summer collection, preferring luxury codes to traditional summer colours.