2023-04-27 11:36:02
How has the concept of beauty changed in recent times, following a pandemic, the rise of feminism and social networks? How has the development of the culture of well-being and sustainability affected this sector? This was the theme on which the conference ‘The new beauty’ was focused, organized by Mujeres a Seguir as part of its cycle of meetings #MASBienestar, with the support of IBSA Ibérica and Shiseido.
Dr. Elvira Ródenas, an expert in aesthetic medicine, emphasized that the research is allowing us to “slow down aging or age better with treatments that do not harm our health.” “We are all handsome and we have to highlight the beauty that each one of us has, not that of the others,” said the doctor, referring to the bad habit of some patients of wanting to copy features, such as the lips or eyes, of other people. . In addition, she stressed that “aesthetic treatments are not a solution to any psychological problem.”
Ainhara Viñarás, general director of Shiseido Prestige, confirmed the trend that consumers are increasingly looking for well-being and, therefore, “brands have evolved towards cosmetics that make you feel good on the inside, turning us into therapeutic brands. Now we have ingredients that help to improve inside, thanks to supplements that protect immunity, for example”. She also noted a substantial change in the target to which they are directed, not only 30-year-old women matter, but there is an important work with everything related to hormonal changes. Of course, Viñarás pointed out the relevance of sustainability and honesty: “Consumers want to know what is behind a brand.”
Macarena Jover, beauty client solutions manager from Meta Iberia, acknowledged that society has moved away from the classic canons of beauty and that part of this movement has been thanks “to content creators, who are showing the diversity that exists and with which users feel every more and more represented. “The content displayed on networks has changed a lot. There are many accounts of people who show their blemishes, their acne problems, for example, and they are not afraid to talk regarding it, ”he noted.
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Since the pandemic, people want to take care of themselves not to be prettier but to feel better. And every time they take care of themselves from younger, ”said Jover. In this sense, not everything is positive. “There are many young people who are obsessed with perfection, who want to look like the filters and that doesn’t exist,” said Dr. Ródenas, who emphatically stated: “Getting Botox at 25 is a crime.”
Ródenas also spoke regarding a novel concept that is being discussed at international conferences: the aesthetic trace, that is, everything that remains on the body following touch-ups, and insisted on the importance of knowing the secondary effects that these cause. Likewise, he also emphasized the need for consumers to find out regarding the products, such as the type of hyaluronic acid that they infiltrate: “The cheapest or imitations are not worth it.”
Viñarás acknowledged that the first thing consumers ask for is that the product be effective. “There is also a demand for natural cosmetics and sustainability.” The general director of Shiseido Prestige announced that in June they will launch Ulé, a brand that they have created from scratch and that has 100% traceability. The user, by capturing a QR, will be able to know where each of its components comes from.
Jover, who highlighted the success of formats such as reels and the augmented reality filters in the case of beauty content, especially for tutorials, also highlighted the change in the relationship between brands and users on networks: “It has gone from a monologue to a dialogue.
Finally, the three experts spoke regarding men, an increasingly important target in this sector. For Ródenas, they are “better clients because they have more realistic expectations”; for Viñarás, “more faithful to their brands”; and for Jover, “easier to convince”.
This day was the first of the #MASBienestar cycle, which in future sessions will address other issues such as food or mental health.
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