In fact, when we analyse all the developments that cosmetics have undergone in recent decades, one might think that each year every brand invests solely and exclusively in new products.
Yet that’s not quite how it is. Just think of the serum – one of the products that has registered the most patents in recent years. Every year we have new serums, more potent and precise than their predecessors, which promise to go to the root of the problem and solve it in a few weeks. However, if we look at the first serum to be launched on the market, Estée Lauder’s Advanced Night Repair, we can see that although it is 30 years old it is nearly 100% faithful to what it was when it was first launched in 1982.
After the launch, what was then the Night Repair Cellular Recovery Complex was reformulated in 1990, and became known as the Advanced Night Repair Protective Recovery Complex. In 2009, this was also reformulated and renamed the Advanced Night Repair Synchronized Recovery Complex. Contrary to what one might think, these minor reformulations and their packaging with a vintage touch are still popular, and it is no accident that eight bottles are sold every minute all over the world. Incredible, isn’t it?
No less incredible are the advances we see alongside the “classics”. Glycobiology, for example, (a science that studies the glycans which are present on the surface of cells and are responsible for their attachment), has recently been applied to cosmetics by Yves Saint Laurent Skinscience. This union produced the new FOREVER YOUTH LIBERATOR range, which has already arrived in Portugal. Its main element is an active ingredient, Glicanoactif TM (patented by YSL), which “loosens” the cells and launches a kind of message of youth so that the skin regenerates much faster than normal.
This results in a smoother, brighter and more unified skin, making wrinkles and expression lines less creased and visible. Make-up products are no less innovative, and colour has long ceased to be the only aspect that is taken into account. Today, for example, a foundation has to include treatment. It is not enough to cover up blemishes and improve the complexion – it is also necessary to treat pimples and spots, protect the skin from ultraviolet rays, moisturise it and treat and prevent the appearance of wrinkles. If it can accomplish a number of these things, so much the better!
The same applies to mascara, which must elongate eyelashes, preferably making them thicker and with added volume. The mascara also has to protect the lashes, help them to grow, prevent them from falling out, and so forth.
In this make-up kit, not even lipsticks are untouched by innovation. Nowadays, besides colouring the lips, they also have to hydrate them, give them volume and, if possible, rejuvenate them. With all this technology, you can be sure that advances in the field of cosmetics are carried out with you in mind. They are tailor-made for your needs! So when you walk through perfume and cosmetic shops at airports, take the opportunity to admire the latest range of these products – feel them at the time (and later on) on your face and body and (who knows?) on your lips and eyelashes!
Blogger and image consultant Author of ‘Mini-Saia’ (mini-skirt) (http://mini-saia.blogs.sapo.pt/)