CosmeticsDesign spoke with Orveon CEO Pascal Houdayer about what pure magnificence is, how the corporate is implementing it and what’s subsequent for the wonder trade.
This interview was carried out through electronic mail.
What, in your phrases, is pure magnificence and what differentiates it from clear magnificence?
As an organization that represents “the way forward for the face,” we’re dedicated to evolving magnificence requirements and we consider pure magnificence is the subsequent step on this course of. Pure magnificence merchandise are outlined by the standard and advantages of the substances within the product whereas clear magnificence is outlined by the removing or lack of dangerous substances.
A superb analogy is to consider pure magnificence merchandise as pure water sourced instantly from a spring, and clear magnificence merchandise as faucet water that has been filtered of impurities.
What makes clear magnificence “lifeless”?
It’s much less that clear magnificence is “lifeless” and extra that the time period has turn into redundant as right this moment there isn’t any trade customary on what it means to be “clear” which has led to poor trade practices and client confusion.
BareMinerals was the primary model to speak concerning the significance of ingredient traceability, vegan formulations and non-parabens, which was the genesis of unpolluted magnificence, however as extra manufacturers capitalized on the marketability of unpolluted magnificence, the time period had much less and fewer that means.
What are the negatives and positives of manufacturers participating within the clear magnificence phase?
The sweetness trade is extremely soiled, to a degree customers can not think about. Clear magnificence has completed so much to boost client consciousness round doubtlessly dangerous substances in magnificence merchandise. The time period clear magnificence shouldn’t be fully a nasty factor, as we hope all magnificence corporations attempt to enhance the standard of their merchandise.
The destructive is available in when magnificence manufacturers are usually not following an ordinary for high quality and solely leverage the time period for advertising with minimal product modifications. With “pure magnificence,” we wish to create one thing that has that means and outline a brand new customary.
ComseticsDesign spoke with Orveon CEO
What does speaking the distinction between clear and pure magnificence to customers seem like for Orveon?
At Orveon we’re much less centered on the phrases we use to speak to our clients and extra centered on the actions we take to speak our model values. As an organization, we have now set a aim of 100% ingredient traceability for all of our manufacturers and we’ve restricted 2,500 substances from our merchandise.
As we take the time to refine the product portfolios of our three manufacturers, BareMinerals, Laura Mercier and Buxom, customers will be capable to see the pureness of our merchandise for themselves. The idea of pure matches completely into Orveon’s evolution from magnificence to holistic well being and wellness.
What’s the subsequent time step within the clear, pure magnificence area?
It’s time for the wonder trade to take accountability for what goes into their merchandise and the way they supply these substances. Whereas eliminating poisonous and dangerous substances is a begin, we have to take it additional.
Orveon solely works with suppliers keen to undergo strict compliance with a code of ethics and accountable practices that covers all the things from slave labor to respecting mental property. Orveon’s aim is to construct merchandise with “sustainnovation” in thoughts, and we plan to evaluation every of our manufacturers to evaluate how we will transfer merchandise and processes nearer to “sustainnovation” and away from old style practices. All of the merchandise we launch will meet a inflexible set of sustainability standards.