How modern care contributes to the “bare face” fashion
margarita virova
The most interesting thing that happens today in the field of beauty,concerns, on the one hand, new formulas and developments, on the other - changes in the perception of appearance. So, the interest in "make-up without make-up" is due not only to the global revision of standards, but also to the fact that fresh products become cooler from year to year - and more and more people can explain how to use them correctly.
Western blogs and publications have been writing about how thorough care began to make up full-fledged makeup competition: perhaps the main trend of the era is to move to the “bare” face - but this time, no joke about “take these fifty-eight funds” . Our authors have repeatedly asked questions where the line lies between the free choice and the attempt to conform to the ideas at the moment when we choose the next nude lipstick or do not agree to abandon our favorite rituals in favor of the idea. We have already figured out whether the cleverly arranged makeup of the last generation can replace skin care - and we decided that it wasn’t. But modern care has every chance to press concealers and tonal resources.
In an article on The Blueprint, Masha Vorslav tells us that an aesthetic turn was taking place in 2014: a landmark Marc Jacobs show was held, in which models with a light hand of Francois Nars came out with little or no makeup. The process has already gone beyond the podium of pranks: in the last five years, people whose appearance is somehow focused or important for their profession, easily appear in public without a blunt face, celebrities criticize the cover, the creators of which overdone with Photoshop, and gloss and advertising no longer so panicky afraid to show the real texture of the skin.
In the telegram channel, Masha shows an advertisement for the Kate Somerville brand new spot remedy for inflammation - the first where the acne itself finally appeared in the frame. Meanwhile, within the body-positive movement a branch was clearly formed, which is called “acne-positive”: the bloggers who share these views oppose harassment of people with acne, share adequate secrets of care and publish their photos without filters and makeup. All these healthy initiatives are moving in tiny steps and can not yet contend with the dream of a perfect glowing skin, which are intended to fulfill and caring, and decorative products, but they are already changing our understanding of how a living human face can look.
Makeup is still difficult to completely get rid of the functions that he diligently performed throughout the XX century: many tools were designed specifically to disguise the "flaws". The role of care for a long time was not so significant: not so long ago there passed an era in which “children's cream” was almost the only skin care product. Today it’s time to take care of the face: the promising compounds are thoroughly studied, the brands do not spare money and time to develop and update formulas, and in the circles of connoisseurs every now and then there is a fashion for certain substances. And while the place is any opinions and preferences: someone cares about natural formulations and environmentally friendly packaging, and someone knows a lot about the concentrations of active substances and is not afraid of parabens. And the most, perhaps, elegant part of the story is that manufacturers suddenly became really closer to advertising promises, which previously could be considered absolutely unrealizable. In today's care, you can find more than one remedy that transforms the skin over the night, week or month - already really.
In the field of care, there is an opportunity to talk about diversity and an individual approach - regularity and the right choice of means are important here, and not the dictates of the notions of “as everyone needs”. Who is uncomfortable dry - he looks in the direction of some products, whose glasses move out because of the fat content of the skin - others; the universal recipes are replaced by work according to needs, and then, provided that it is generally important for a person. Beauty gikam, studying Into The Gloss and The Beauty Brains, do not need to explain for the hundredth time why Sanskrin is so important and how retinol helps the skin, and references to research for their audience look more convincing than bright slogans. Brands are also connected to this approach: full-fledged blogs are being created on the websites of cosmeceutical brands, in which experts write. A strong success story of the brand Paula's Choice, which began with the posts of "cosmetic cop" about the myths of skin care, does not look fantastic. It seems that half invented Millennials are in vain accused of wanting to get everything at once: as seen by the expanding audience of smart beauty resources, the younger generation is much more interested in the accumulative effect and good contribution to the future than is commonly believed. At least in terms of skin care.
It is unlikely that makeup will disappear completely - after all, with him, too, is not so simple. On the one hand, this is an industry with a huge monetary circulation and an aesthetic canon that does not die off in one day, and on the other, it is a territory of creativity and self-expression. Nevertheless, attention to care and an approach that implies a high awareness of the audience and the willingness of manufacturers to make sincere, if not so transcendent, promises can play a positive role in reducing the neuroticism of our relationship with appearance. “Naked face” is no longer a statement demanding courage, but evidence that comfort and self-love become more important than chasing an unattainable ideal.