Beyond the "look good": how women have influenced changes in the cosmetics industry - the counter

One of the most important dates for commerce is Mother's Day, the second for retail after Christmas.Flowers, perfumes, clothing, restaurants, technology, beauty products are part of the segments that are increased their sales in May, with trends that are accommodating every year.

This will again be a different celebration, with separate families and without the possibility of visiting the product of the coronavirus pandemic.

The expert in positive psychology Álvaro Acuña explains that it is not the remoteness of loved ones that causes penalty, but the impossibility of being with them and sharing this special date, to see it, eat together and meet as is tradition.

"That impossibility of seeing them, of being with them, especially on relevant dates such as Mother's Day celebration, can cause us very high stress, frustration and anguish," adds the professional.

That is why sending gifts has become an important option to present.

Cosmetic industry that enhances each type of woman and mother

Cosmetics has been transformed more than a beauty issue.There are several brands that have wanted to identify with something more than "look good".There are brands with 100% natural products, cruelty free or that do not have a negative impact on the environment, with smarter, recyclable or made with sustainable ingredients or materials.

“We want to contribute to the experience of the recycling of our consumers in turn to promote the circularity of our containers after consumption, with clean containers inside and out, which goes in tune with our commitment to be a company that provides value toSociety and generate positive impacts to achieve a world with more beauty, less waste, ”says the Natura Chile Corporate Affairs Manager, Patricia Torres.

There are also marks that drive a positive change in demolishing limitations and enhancing women's own love in Chile and the world.Various initiatives encourage inspiration and empowerment, to tell women to dare to dream big and not be afraid to dare or say what they think or act.

According to an investigation carried out in 2019 by Avon Foundation, with contributions from Oxford Economics, only half of women in the world feel that they live in a culture that encourages female entrepreneurship.In addition, 80% believe that beauty brands put pressure on them to be perfect.

"When women believe the story, we play it with everything and give it color, we achieve all our goals," explains Carolina Cifuentes, Marketing Manager at Avon Chile.

This is how campaigns are born with women who dare to use makeup not to hide, but to highlight each person's seal, with shadows, eyeliner and masks to look up and use the power of the lips to express themselves.Because empowering can also go hand in hand with makeup and project the decision and security that it seals inside.

New makeup lines to enhance their own beauty

There are eyeliners that contain various ingredients to moisturize.Aloe Vera, for example, is ideal for caring sensitive areas.There are vibrant colors, metallic finishes or glitter.

As for eyelashes some have various oils to condition such as coconut or others that use natural conservators based on plants to enrich eyelashes with vitamins, minerals and proteins, achieving a voluminous and impressive look.

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As for their colors, each of them were specially designed to deliver a dazzling effect on all types and tones of skin.

The lipstick also stand out for their high range of colors, for more daring or more conservative women, and there are various size, with matte or bright effect, with longer duration.The important thing is that they also moisturize so that they look more.

"When it comes to makeup, the skin can sometimes feel congested so it is important that you remember that healthy skin begins by choosing adequate makeup," explains Jacqueline Varas, director of Lush Chile.

The perfect combination between aroma and attitude

As in the cosmetic industry, that of perfumes has also had a change based on the demand of new consumers, more aware of animal testing and environmental impact.In fact, millennials are transforming the perfume industry, where perfumers adapt to the demands of new generations, which demand sustainable products and neutral gender smells.

In addition, after the Brazilians and Argentines, Chileans are the ones who consume perfumes in Latin America, according to a 2015 Euromonitor International study.And it is in celebrations such as Mother's Day, Father's Day and Christmas when sales experience the greatest increase.

To 2018, this market totaled sales close to USD $ 600 million, although its growth sustained in recent years was reduced by the health crisis and the prolonged quarantines.

The largest fragrance consumer is the woman, which even changes the type of perfume according to the occasion.That is why for the correct choice, it is important to take into account the pH in addition to differentiating between the ideal fragrances for winter and summer since with heat the body aromas and the environment are increased.

The young and cheerful woman identifies better with fragrances of vibrant and fruity notes, which are extracted from aromas of peach, melon, watermelon and passion fruit.

The most classic people opt for lemon -based citrus fragrances.

The romantic and female woman tends to be more floral, with fine and delicate notes such as jasmine, roses, gardenias, violets, among other flowers.Ideal also for fat or normal skin, since they are well lasting fragrances.

If it is more athlete, you can use a fresh floral fragrance, with orange blossom and margaritas.Also for women who worship nature and sports, fresh citrus fruits are recommended that are unisex aromas created with fruits such as lemon or orange and are suitable for informal occasions.For normal skins or fat.

Those who seek something more sophisticated opt more for floral wrapping, with fresh, jasmine, roses and purple gladiol notes.

If it is rather flirtatious, a sweet perfume is the option, with warm and creamy flavor notes, based on cinnamon, milk, chocolate, among others.The aromatic group of the Eastern Family also adapts, where the mixtures of musk, vanilla and precious wood predominate.These perfumes are identified with the sensuality of the night and eroticism and are good for dry or normal skin.