Little book Hygge. The secret of Danish happiness managed to become a world bestseller. It seems that now people are ready to buy everything that directly or indirectly promises them a right life. The once-popular model of the American dream against the background of a protracted crisis seems an anachronism, while Scandinavian happiness bodes the long-awaited peace here and now. Go here for more information http://mslk.com/beauty-packaging/.
Scandimania has a noticeable impact on the beauty packaging industry, as if prompting. It is time to put aside tonal foundations that are close in consistency to cement, sort out your lipstick reserves and give in good hands those that have been gathering dust for months. New beauty - only for your own pleasure and with a love for nature. It would seem that we have already exhausted this whole lifestyle with white walls, succulents and Byredo candles.
So why is the Scandinavian lifestyle at its peak again? The answer is contained in the word hugge which is closest in meaning to well-being and not necessarily material.
Hygge ideologist Mike Viking who is also the rector of The Happiness Research Institute and the author of a textbook on immersion in physicality guarantees us a stay in a safe zone without fear and adversity. Hygge life is the ability to stop when you need it. To give up additional work, not to go to a party and stay at home, to call parents - to remember the very happiness in the details. Magic immersion, of course, requires appropriate attributes. According to the ideology of the hygge, it is important to surround yourself with cozy things, but even here you should not litter your life.
It is time for all newly-born ascetics including beauty packaging and purists and not only to get acquainted with the concept of lag: an idea that also came to us from the Scandinavians. A lag is the equivalent of a middle ground. This is an aesthetics of moderate consumption, the history of which dates back to medieval times. An important part of modern life in the lag style is kalsarikännit, which is translated from Finnish as “drinking at home in underwear without planning to go anywhere”. Perhaps each of us is a little Scandinavian. The tendencies to be eco-friends, save electricity and water, do not hesitate to visit second-hand shops, do not clog the surrounding area, cruelty free, 99% organic, family shops with hand-made shampoos—it's all there too. Consumer desire for comfort, awareness and simplicity begins to slowly move the beauty market. From the obvious—the trend for wellness and home spa, which did not disappear, but managed to fade slightly. However, fresh ideas appeared, the development of which is interesting to observe.
For example, a new attractive format for the buyer—boosters. Want to make the tonal base darker or get a cream with vitamin C? Save and just change existing products. The format, originally developed for makeup artists, quickly fell in love with ordinary users, tired of the overabundance of jars in their bathroom. We can also note the desire of brands to make the production of cosmetics more environmentally friendly. More and more companies are refusing to test cosmetics on animals, but packaging processing is still a sore point. Nevertheless, large market players are already joining this process.
The very concept of beauty routine is changing. We are moving from complex forms to simpler ones. Following the heyday of fashion on the eccentric came consumer downshifting with a claim to consciousness. Simple and understandable formulas, minimalism on a shelf in the bathroom and the multifunctionality of each product are what we now expect from the cosmetics industry. And if we buy serum, then only one that perfectly moisturizes without promising to strengthen the extracellular matrix in the third layer of the epidermis from the end.
While the hygge and the lag were moving to our dressing tables, there were clever people who managed to monetize scandimania. As long as the myth is alive that you can do nothing and have a lot, on the shelves of stores will remain the dominance of comfortable goods and related teaching aids. But for the beauty industry, scandalism is a good reason to become more honest and simpler, not to scare shoppers with wrinkles and public condemnation, but to give them tools for life in a comfortable way with their appearance.
5 Cosmetic Brands for Adopters of Scandimania
Verso
The brand from Stockholm revolutionized skin care by introducing the Retinol 8 complex into its funds. This ingredient is several times more active than regular retinol, while it does not provoke photosensitivity of the skin. All brand products come in concise white biodegradable plastic bottles and are gracefully numbered.
Make Up Store
The Swedish brand of cosmetics for make-up artists is famous for its restrained color scheme. Unlike American competitors, these Scandinavians do not produce green lipstick. But the Make Up Store is loved for its excellent product quality and thoughtful assortment: there are a lot of funds, but even hopeless amateurs will not get confused in this variety.
H&M Conscious
The collection of organic cosmetics from the beauty division of the H&M brand was the continuation of the line of eco-friendly clothes and shoes. All Conscious cosmetic products are Ecocert certified and packaged in pretty packaging made from recyclable materials.
Lumene
After global rebranding, the company focused on its origin—now Lumene uses more unique local ingredients like birch sap, Arctic cloudberries and Finnish spring water. The brand has also introduced universal products with caring properties into the assortment.
Noori
A niche Swedish brand that does not chase volumes and produces cosmetics in small batches every 12 weeks—this decision is due to the rejection of any preservatives for guaranteed freshness. And the collection itself is emphasized modestly. There are only cream, mask, cleansing foam and a pair of serums in the line of face products.