NEWS
January 15, 2010
Be the artist of your body
Be the Artist of your Body" is dedicated to body care. Why did you choose to concentrate on this area?
In recent years, the body care market has become increasingly specialized. Consumer requirements have become very specific, and are quite distinct from face care or other sectors. Consumers expect more from their body care products than just moisturization. They want a holistic experience, they want to indulge their senses and they want the products to match their individual personality. So "Be the Artist of your Body" was designed to meet these demands. It focuses on every person`s unique beauty and sense of well-being.
How did you come up with the idea for this concept?
The starting point of the concept was the idea that personal beauty is created in the same way as a piece of art. The body is the medium, and body care products are the artist`s tools - like a sculptor`s chisel or a painter`s brush and paint. Like the artistic process, body care involves certain phases and rituals. Sample products containing Cognis and LS ingredients allow consumers to experience and enjoy the process of forming their body into a unique work of art.
Could you explain the different phases a bit more in detail?
In phase one, named "Inspire It!," the formulations chosen are meant to stimulate the senses and energize the spirit, preparing you for the day ahead, or also recharging your batteries at the end of the day. Phase two is called "Moisturize It!" which is a major part of the daily caring routine. The third phase is called "Shape It!" and it aims to sculpt the curves of the body, with products such as anti-cellulite and bust-firming treatments. The final phase, "Refine It!" is about fine-tuning and applying the finishing touch. It tackles specific issues or imperfections such as stretch marks and spider veins.
Why do you think this concept is successful?
We have observed that, although the general trend over a long period of time has been to try and conform to standardized ideals of beauty, there is a counter-movement towards greater individuality these days. The idea is that it is only when people feel completely comfortable with themselves that they can release their inner beauty. The new concept therefore challenges conventional thinking: we sincerely believe that true beauty comes from within - one of the most important trends in today`s body care market. This concept shows our customers how we combine our market and technology know-how to arrive at successful market solutions. It also shows how we support and inspire our customers to develop products that exactly serve this trend.