Premium Beauty News - Which goes to show that you can combine "naturalness" with "high tech"!
Natacha Rossi - Quite true! Before I tell you more about this new range, a few words on the global market of natural cosmetics. Although this is still a niche market, this market remains buoyant and is expected to grow by about 50% by 2015. There are several reasons for this growth. Societal reasons first. Consumers concerned about preserving their health, are looking for healthier products. Many brands have understood that which explains the emergence of many new comers in recent years. Hence, distribution has had to adapt to this overwhelming offering. Initially highly specialized, it has expanded a lot allowing consumers an easier access to these products.
In the wake of the Smoothie range which was introduced at the end of last year, we chose to add a technical dimension to the natural. With "Nature ADVANCE++" Our teams have developed a range of innovative products combining naturalness, sensoriality and high performance. Rich in objectified natural actives and carefully selected for their high-tech properties, each formula features the "Dual Activ Technology" that provides an immediate and long lasting dual efficiency. Moreover, during the creation of each product concept, we identified what were the main expectations of women and we targeted those needs.
Premium Beauty News - How many products do you offer?
Natacha Rossi - Six in all. Essential, must-have products, but also products which were designed outside the box. A multi-action mist first, "Nature ADVANCE++ Lotion Mist," which provides an instant glow, refines the skin texture and sets make-up lastingly. Containing actives from black Russian tea and oil extracts of Asian bamboo, its fresh and light sprayable texture, dries quickly and moisturises the skin continuously. It can be used alone on the day cream under the foundation, or as a booster touch up during the day.
Second product in the line, a natural light creator foundation, "Nature ADVANCE++", with intense nutritional properties. Enriched this time with actives originating from Russian black tea but also from Asian red herb, it helps smooth the skin surface for an enhanced light reflection providing an instant glow. Upon each application, the skin looks visibly more hydrated and its lines seem plumped up.
Premium Beauty News - Then we truly enter the world of make-up with an eye shadow, a mascara, a lip balm and a lipstick.
Natacha Rossi - I must emphasize on the fact that, like the multi-action mist and the foundation, all these products are formulated with 95% natural ingredients or of natural origin at the minimum. For some, we even reach 99%! Containing some actives from Ethiopian myrrh resin and Asian bamboo leaves, "Nature ADVANCE++ Eyeshadow", is a new generation creamy and fresh, eye shadow. Concentrated in pearled particles, it offers a colourful and very bright make-up result. In addition, a complex of specific actives provides a perfect adhesion of the film on the eyelids for an impeccable hold. Our lab has achieved a real performance because it is a technical feat to combine natural and long lasting!
As for the mascara, which is enriched with the "Lash Grow" active and a combination of virgin sesame oil extracts from Ethiopia and of European linden buds, it is a genuine repairing concentrate. It not only provides a instant panoramic volume but it also stimulates the natural growth of eyelashes to make them denser, stronger, during the applications.
With the skincare lipstick, apart from its colour intensity, its moisturising actives feature a maximum repair action and protection of skin cells. It contains the HydraMax active composed of amino acids of collagen fibres, cactus extracts from the United States and Colormax, a pigment dispersing agent, to boost colour.
Finally, a word on our vegetable peeling, a balm that exfoliates lips while it refreshes them. The original presence of micro-particles of olive pits and of an applicator with a massaging tip help smooth the surface of the lips. LipoHydra, it’s a naturally occurring active, which offers a hydro-retention phenomenon that increases along with the applications. Lips are perfectly prepared to further increase the performance of the lipstick.
With these six products, Nature ADVANCE++ can claim being a complete range that will meet the requirements of most demanding consumers!
