Chromavis came back to Cosmoprof Bologna after two years of pandemic with “Open Conversation”, a complete proposition of new trends, formula and technology innovations (including 3 new patent pending) and new special effects both on powders and lipsticks.
Breaking beauty archetypes
“The word ‘Open’ represents our desire to reopen after the pandemic: to reactivate relationships and conversations with our clients. Open Conversation is an invitation to interact, to travel and to live in the open air. It is also translated into the functional use of makeup, which becomes our pro-tech-tive ally in outdoor situations,” said Chromavis in a statement.
With this new proposition, Chromavis also intended to question the beauty archetypes of the past and drop taboos. To that end, the Italian maker of colour cosmetics presented two trend collections, called “Post Perfectionism” and “Open Conversation”.
“Self-expression wins and a new era of post perfectionism opens in the name of a profound togetherness that first makes the difference. Flaws become iconic and symbolic in their uniqueness. Trend collections debunk taboos and explore new ways and areas of makeup application, without inhibitions, without borders, with the pride of being there and expressing one’s feelings,” Chromavis continued.
Focus on innovation
For their three innovation collections — Psychoactive, Luxomodity and Protechtive – Chromavis has combined research on raw materials, innovative sensations and skin protection.
With Luxomodity, the Italian beauty maker has created a line of sustainable products under the banner of a minimalist luxury and a frugal mindset.
For the Psychoactive line, Chromavis has extended the makeup experience itself to new, instantaneous, unexpected sensations with “psycho-activating” sensations that do not belong to the past and create new interactions where curiosity is unlocked.
Finally, the Protechtive collection, portrayed a cleaner approach of protective beauty and ultra-performance.
Eventually, Chromavis presented Chromavision, an illustration of its expertise in technologies on hot poured, powders and baked with innovative new visual effects, and “Lash couture” and “Beyond Brow”, a selection of its best mascaras and eyebrows formulas.