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Markets & trends

Trends: The influence of the Beach Beauty in makeup

At the last MakeUp in SaoPaolo show, Hélène Capgras presented two major à la française influences which inspired trends and innovations in makeup. After studying fashion, she is now investigating how Brazilian brands could take inspiration from the New Riviera spirit, which builds bridges between the beach and makeup.

Hélène Capgras

Hélène Capgras

In the 1930s, there was Jean Patou’s Huile de Chaldée (Oil of Chaldea), but it is 1981-born Terracotta of Guerlain that set the trend. Women immediately took hold of this stroke of genius that combined makeup and the sun. From then on, “sun care” products offered both protection and a tanning and makeup effect. Shiseido launched its famously successful sun protection compact foundation – still one of the brand’s bestsellers.

Hélène Capgras notes that the attitude of European women on the beach depends on their country of origin. German women are sporty, Italians adopt a very sophisticated attitude and outfit. As for the French, sun tan is actually used to get ready for the night and be at their best back home. “For French women, sun tan has always been a bit ‘citylike’. They want to wear the sun around in the city, hence the huge success of these ‘healthy’ products. But they also use their time at the beach to take care of themselves, so there is a sort of ‘manicure outdoor’ product creation world that would be interesting to explore”, she adds.

As for formulation, the waterproof trend is extremely useful at the sea, but it is also appealing in the city – especially to younger women – for its reliability and resistance in the party world, as can be seen with the Aqua line by Make Up Forever and its strong night colours.

In the country of the sun and beauty, Brazilian makeup has already found and will find some innovation material in these avenues of inspiration.

Kristel Milet

© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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