30 Kasım 2016 Çarşamba

Are You Still Using Your Mother’s creams?

We wouldn’t be exaggerating if we said that for centuries we did everything in the book so as to get a healthier, radiant and younger looking skin. Apart from the myths that have spread through the grapevine such as the golden mask, snake venom or snail mask, what the residue found in a 2000 year old pot from the Ancient Roman period turned out to be used for is evident of such desire for eternal youth. Research revelaled that the residue found complete with still visible finger prints was some kind of an illuminator-moisturizer made out of starch and animal oil that produced a healthy glow when applied on face.

Even though the definition of beautiful skin has not changed much over the course of centuries, the methods employed to attain it keep on improving with technology and on the other hand are shaped by the socio-cultural factors. Especially in recent years, people have started to consider the food & beverage and beauty industries to be inseparable from each other and regard them as constituting an ecosystem that renders a 360˚ well-being. For that reason, the skin care and beauty industry is one that is increasingly talked about with the innovations it introduces and is followed religiously for its intriguing methods.

This desire to get an eternally beautiful skin is causing many brands to come into existence and/or making brands keep up with the ever-changing agenda and rising trends.

We have conducted a research on the skin care habits and the different methods of skin care that are adopted. But, before presenting the results, we would like to push the boundaries of your imagination by illustrating through various trends how far this business has gotten in the world.
One of the most important characteristics of the industry is that new ingredients and active agents are discovered and utilised while constantly refreshing itself. Even though some of these can be mere “old hag’s formulas”, the scientific aspect of the business is too important to be ignored. For example, we have started to come across concepts such as good bacteria, importance of the intestinal flora or microbiota not only in terms of a healthy digestive system but while we are strolling around the skin care departments as well. In addition to probitoic skin care products, carbon dioxide serums and facial treatments using ice are among the innovative approaches in skin care and anti aging we have been happening upon recently.

Initiatives that are focused on offering completely personalised solutions and treat skin care interdisciplinarily as a scientific topic are gradually increasing. It is almost an obligation to mention as an example the luxury skin care boutique Geneu launched in 2014 in London. They offer you a skin care solution that is entirely customized for you using the DNA sample collected orally. And, needless to say, all that happens within a period of 30 minutes.

By all means, these innovations are not only about the innovative methods employed in terms of ingredients and application. Yet another approach is aiming to eliminate the effects generated by the ever-changing environmental factors.

For example, the cosmetics brand Olay has carried out a clinical study in China which proved the negative effects the ever-increasing air pollution inflict on skin. Consequently, the company has announced that their products will now be more protective against these effects mainly containing ingredients to reduce the damage on skin caused by the air pollution.

Another skin care trend that may sound creepy at first is the “vampire treatment” or the dermaroller procedure that can be summarized as puncturing the skin with needles to make it bleed.
This method that has become popular last year thanks to Kim Kardashian originates from ancient China. It is designed to get a healthier skin by stimulating collagen production in the dermis through bleeding the skin by puncturing it with milimetric needles. If you feel that this is too much and that you would never have your face riddled for a little bit of collagen, there is an alternative for you: The Canadian brand Fountain produces liquid supplements that you can easily include in your daily routine which contain “molecules to help you to look beautiful”. Among these molecules is the Phyto-Collagen which will save you from punturing your face with needles.

The service sector is continuing to develop in skin care together with technology as well. An online service called Curology brings a certified dermatologist to you. They consult you electronically and ship customized products to your door. BeGlammed Stylist Service is known as “the Uber of beauty industry”. Through an app, professional hairstylists and make-up artists come directly to your office or home.

As we all know, we can now reach information on skin care and make-up thanks to social media. People create content by shooting videos of themselves promoting, using and reviewing certain products and attract pretty big audiences in doing so. Some even turn their social media channel into an effective and profitable medium in parallel with the number of their followers.

So, we have conducted a research to see what is thought about skin care in Turkey. The research comprised of 120 females who are 18-45 years of age, AB/C1/C2 SES and who live in İstanbul, Ankara and İzmir. 85% of people we have interviewed confirmed that they make skin care. When they were asked how frequently they do so, more than half of the interviewees replied that they do it on a Daily basis and the rest 3-4 or 1-2 times a week. 81% of the interviewees stated that they put on make-up.

When we asked them whether they are following the new trends and products in make-up, 1 in every 3 interviewees replied that they do and added that they follow these trends on the internet. Skin care is a category where 31% of people we have interviewed follow the new trends and products. Similarly, most of them are following such novelties on the internet.
When we come to the online aspect, 44% of the interviewees follow youtube channels and people regarding make-up. The ones who watch youtube videos on make-up and follow vloggers who actively post such videos stated that they mostly check out the videos that catch their attention and that they don’t follow anyone in particular. When they were asked why they were into watching such videos and following such personas, the answers were “in order to learn the technique”, “because they were curious about it”, “in order to add something to themselves” and “in order to access current information”.

The ones who follow youtube channels and people regarding skin care constitute 19% of the interviewees. The ones who view videos on skin care stated that they did so in order to learn and for informational purposes and commented on the importance of access to correct information.
Brands promoting their products through vloggers are generally approved. People think that it is a useful way to access information. But on the other hand, it can also be found to be insincere by a skeptical bunch who comment that they rather check the products out themselves. 1 out of 8 interviewees buys products upon seeing them in such videos.

The most interesting applications the interviewees have heard so far are the egg mask and the golden mask. The most interesting skin care method they have applied so far is the mask made of coffee, vinegar, olive oil and clay.

When a wide array of trends from bacteria to molecules or sticking needles to DNA analysis flow in abundance around the world, we generally do not deviate from familiar products available on the shelves and prefer what we can easily find in our kitchen as alternatives. It seems that not only the way to a gentleman’s heart but also to a lady’s beauty goes through stomach.

We are looking forward to see which of these trends we shall be seeing in our country and what kinds of novelties the cosmetics brands will be offering us in the forthcoming days.

Hiç yorum yok:

Yorum Gönderme