Face creams that look like jellies, light serums like lotions, body treatments in the form of foam … These new treatments blur the lines the better to surprise us, to the point of sometimes confusing us! But are these 3.0 materials of real interest to our skin?
Jelly, oil, mousse … The new textures in cosmetics are sometimes surprising, but are they more effective?
In recent years, cosmetics has drawn its inspiration from Asia, and in particular in Korea. There, consumers are adept at layering, which consists of layering up to seven or eight products on the skin. Hence the need to apply very light textures. Highly responsive, Korean labs are creating new products to satisfy these women and girls who are keen on skin care and makeup. This is how we have seen arriving on our shelves foundation “cushion”, BB and CC creams, almost liquid treatments and masks of all kinds: in fabric, in single doses, sleeping masks, in the form of jelly …
Do they contain new ingredients?
All this is possible thanks to the use of new raw materials: polymers from the food industry, derived from sugar or natural gelling agents, powders with increased water absorption capacity, oils associated with polymers for an even faster fusion on the skin, silicone substitutes … All these new ingredients are now an integral part of textures and, as Ilana Fartouk concludes: “A nice texture, we will buy it, possibly photograph it, l ‘use it, see its effectiveness, and finally … buy it back. “
What do they bring?
“Consumers want to be surprised by textures that are out of the ordinary. Asians have inspired this trend because they dare to go for the spectacular”, explains Catherine Bidan. Brands must create envy by offering us an “experience” in use. This can go through the packaging, like the kawaï (the cute side), with illustrations, pots in the shape of cupcakes … But also through the textures: liquid cosmetics and very hydrating, such as healing essences; day cream in a compact version (Givenchy); body care in the form of a spray (Le Petit Marseillais, Neutrogena), a mousse (Nivea, Filorga, Garancia) or a souffle (Kiehl’s, Alban Muller).
Products that make you want
With the advent of Instagram, more and more cosmetic brands consider it important that the appearance of the product – and not just its outer packaging – makes you want to buy it and display it in your room. baths, but also to take a picture and share it on social networks! This is how recently appeared on the shelves of shampoos(Essential source from L’Oréal Professionnel), lotions (Moisturizing Lotion from Fresh) and even lipsticks (Winky Lux, Kailijumei) including flowers in suspension. Other products turn out to be surprising once they are applied: masks of unusual colors (charcoal black, clay red …) or those on sheets in the shape of animal heads (otter, penguin, monkey, cat … Pretty Animalz at Masque Bar, for example).
Five treatments that amaze us
1. Stain resistant beads
Each pearl contains the right daily dose of this night cream with niacinamide and vitamin C, shea butter and extracts of silk tree, kiwi and watercress. The result is a brighter, more even complexion.
Dream pearls Uni Skin, Payot, € 67 for 38 g.
2. Lotion mask
Use as a pre-treatment lotion or an express liquid mask, which hydrates, soothes and improves the texture of the skin, making it smoother and softer. It also prepares her to receive the following care.
Divine multi-correction splash effect mask lotion, Darphin, € 80 for 125 ml.
3. Unifying serum
Infused with vitamin C beads, this aqueous gel with pink pepper extract shatters into tiny spheres that optimize the reflection of light on the skin to unify the complexion and blur irregularities.
Aqua porcelain standardizing serum, Galénic, € 60 for 30 ml.
4. Moisturizing foam
Surprisingly, the formula of this dense Chantilly cream mousse contains glycerin and shea butter. And it promises to renew the body hydration gesture.
Nivea Gentle Moisturizing Body Mousse, € 5.20 for 200 ml.
5. Compact cream
Nestled in a compact makeup-style case, this treatment combines moisturizing angelica extract, anti-fatigue vitamin C and a rosy texture, both perfecting and revealing radiance.
Compact, sublimating day cream SPF 15 L’Intemporel blossom, Givenchy, € 56 for 12 g.
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