Communicator Irina Shkonda about care and favorite cosmetics
For "Available" we study the contents of beauty cases, dressing tables and cosmetic bags of interesting characters to us - and we show all this to you.
On informed choice
Sounds, probably, as an oxymoron, but I, working for more than ten years in the beauty industry, consider myself to be a beauty ascetic. I know a lot about how funds are created, and even more about how they are packaged in a marketing wrapper, what the price is made of. Because of this, I do not buy very many products, and many brands do not even want to mention. This is not a question of "features", but in many questions I go against the flow: I will never go to the cinema in the first days of its release on screens, never buy what I see on the pages of magazines, and think hard about acquiring what appears in blogs, even those beauty goggles or experts, which itself is signed. I recognize only the method of personal trial and error. Rarely - on the recommendation of very close and really knowledgeable people in this topic. There are no excesses yet.
I tend to anti-globalism, especially after working with several transnational corporations in the field of beauty and health. After I studied all the secrets, there were almost no funds of resounding brands in my cosmetics bag. The exception is if the jar came into the hands of an accident: a tester, or a compliment from a store, or a gift. Although close people, knowing my beliefs, brand cosmetic gifts I do not.
About lifestyle and food
For thirteen years I have been a vegetarian and have been practicing a conscious approach to life. First of all it concerns food and cosmetics. I understand that sometimes the notes “eco”, “without parabens” are put just for a tick, but this does not monitor Russian legislation and does not punish for non-compliance. So you have to carefully test, look and only then stop at something.
In the use of cosmetics, I adhere to the same principle as in food - slow food. This is an international trend that appeared in Europe and North America in the middle of the 20th century, and is just approaching Russia. I was told about him as early as zero: his representative was my university lecturer, a successful marketer, Victor Michaelson. Adepts of slow food consider that the best food is produced not far from the place of residence, they support local producers. This is by no means self-limiting: when you eat slowly, you feel the fullness of life. It is very important to develop a taste for simple local food, perhaps unusually cooked.
Simple food is actually very tasty, but it is difficult to get rid of the flavor enhancers right away. Now I love buckwheat without additives, seasonal apples, though not as beautiful as the shiny fruit on the supermarket shelves. Kefir or yogurt, best homemade, bought from grandmothers in the markets of the day off. Honey and nuts. Fortunately, I am completely indifferent to cakes and pastries, and from chocolate I love only bitter. But, of course, sometimes you need to eat something just for fun - for me, this is probably ice cream. The only habit that I consider harmful is coffee, sometimes even a lot of coffee. But I decided for myself that since I lead such a correct way of life, then at least one flaw in it should be.
About outdoor activities
I can not without physical movement. Every day I do this or that activity - jogging or yoga. Sometimes I alternate them by day, more often I balance harmoniously: one evening, another in the morning, or vice versa. I started practicing them three years ago — even if it was an adapted, but still rather tough taibo. I can not stand the beach holiday and generally indifferent to the sea - the cold in the "no season" does not count. I can not live without mountains: I mean not even skiing or snowboarding (I do not do it yet), but the very feeling of the power of nature and the relief landscape. For a couple of years I want to get up on cross-country skis.
About appearance and gray hair
I pay much more attention to my body than to my face. So there are many times more jars with creams, emulsions, sprays, oils, scrubs and other body consistencies. For face only two - day and night cream. The main thing is the internal balance, so when failures and stress occur, the condition of the skin also changes. I love natural soap and ask friends to bring unusual pieces from all over the world, different in shape, smell and composition. Still not using shower gel.
I turned gray early at twenty-four. Working in a communication agency is a great experience, but also such a huge stress. Then it was not even the gray hair that upset me, but the fact that the hair had to be killed with dyes. Here the Italian brand Davines helped: their products are environmentally friendly in components, safe for the structure of the hair, with an excellent palette of natural shades. Now, suddenly finding myself with regrown roots in other countries, I am looking for salons working on products of this brand. The hands of the master in this matter are not so important for me: the main thing is what paint is in them.
About the concept in beauty
In addition to the composition in the beauty products for me is very important concept. I am a marketer, inventing concepts is my passion. I am glad that more and more quality stories appear on the Russian market. I love Splat and Natura Siberica not only because they are “homemade”, that is, created from local ingredients and involve the work of compatriots, but also for their clear vision of the path. Or, for example, the Demeter fragrance library. The concept of the brand is that the fragrances act not so much as perfumery, but as an accessory that can be changed with regard to mood, clothing, and situations. You can play them by mixing smells. Having a concept, in my personal conviction, is also important for beauty salons. Clear specialization in one thing and high-quality performance is valuable. That is why for many years I have not been going to multistops offering dozens of services. In places with a narrow specialization, the probability of getting quality service is higher.
