Beauty from Within Is the New Message


Total Beauty Effects

Product efficacy seems insufficient to capture the essence of beauty and
today “there is a prevailing trend in advertising that captures people in a
narcissistic process [33].” Beauty, which defines performance and success,
is driven by the concepts of perfection, harmony, and proportion. The
chemistry of emotion is thus born that links the flavor of food with the
flavor of cosmetics, partly due to the popularity of natural products. Givaudan
has taken this concept to a new level by launching a new active ingredient
based on yogurt powder. This new product is a combination of
spray-dried yogurt powder and a natural vegetable-based probiotic ingredient
that is said to enhance the growth of beneficial microflora on the skin.
However, sensuality is an integral part of marketing, both in skin care and in
nutraceuticals. Staying healthy is the new message driven by cosmetics

and diet supplements. People are demanding products with a soul supplement:
being beautiful is not enough; they want to feel beautiful and healthy
in their body and in their mind. Therefore, “the food, nutraceutical, and
cosmetic markets are hungry for new active ingredients with proven efficacy,
be they from known food sources or from newly discovered ethnic
foods or traditional herbal remedies” [34].
But in our era of cross-fertilization, boundaries are no longer that clear.
The same actives are used in nutraceuticals and cosmetics; fragrances
are becoming active and new foods are introducing sensual formulae in
skin care. Beauty cannot be left just to skin doctors. Thus, a scientific
approach to emotion and attraction has been developed by neurochemistry,
which is capable of capturing this emotion through attitudes and sensual

Beauty from Within Is the New Message

Therefore “many cosmetics that strongly appeal to the senses often evoke
delicious foods. As if food were the most efficient emotional way to
convey the sensual dimension of a formula. But evoking seasonal fruit
may also reveal an irresistible urge to devour the beautiful! [34]” This is
the new message that is sent out by different industries that produce raw
materials both for cosmetics and food, such as Jan Dekker, Greentech,
Solabia, Symrise, Cosmetochem, Croda, Cognis, etc., which has also ushered
in the term Feelosophy.
Personal appearance is a good way to generate interest. Our self-esteem
and physical confidence are largely influenced by how we perceive our
body and skin, as well as by other people’s opinions. The skin serves as
an interface in our exchanges with others, filtering the stimuli that come
from the outside and sending out messages. Indeed, it is one of the most
intimate elements of our identity. Through the process of aging and exposure
to the sun and to environmental pollutants, the skin loses moisture,
tension, and elasticity, resulting in wrinkles and spots.
Today there is a tendency to try to make up for nutritional deficiencies
by resorting to dietary supplements and topical cosmetics. Products that
claim to produce skin health benefits from the outside as well as the inside
are also beginning to appear on the market (Fig. 5.10). Moreover, innovative
cosmetics and functional foods strive to stimulate the imagination and
produce emotions by combining exciting images, sensual fragrances, and

Diagrammatic representation of the overlap between
nutraceuticals, beauty foods, cosmeceuticals, and cosmetics. Source: a&r
(modified) 2007.

the feeling of a caress on the skin to convey the sensation of a total beauty
effect. The consumer demands for more active and safety cosmeceuticals
and nutraceuticals and the emerging technologies, create every day innovative
skin-care beauty products to be used both from inside and outside.
This is why the existing direct relationship between Cosmetic and Beauty
Food establishing more knowledge, new analytical toots and therapeutic
modalities try to protect the skin from endogenous and exogenous stresses
while preserving its healthy and young look for a longer period of time.
Thus, the coming age of biotech cosmetics & foods together with the
development of nanoscience and dermogenetics represent the future challenge
to solve the new consumers needs of an evolving society.

Author : kaabinet



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