Suncertainty, effectiveness, transparency: these are the expectations of women towards cosmetics, after this pandemic? We talked about it in the middle of Milano Beauty Week al talk “The importance of the Italian beauty production sector in the European panorama“Promoted by the Italian company Rougj. Guests, the top and actress Eva Riccobono, influence him Beatrice Vallithe president of Cosmetica Italia Renato Ancorotti and the director of F Luca Dini.
Milan Beauty Week, the talk with Eva Riccobono and Rougj
«I ask for sincerity and authenticity from cosmetics, as I expect from a friend. Basically it is something that I let you into my life, indeed more, in my skin. Let us remember that the epidermis is an organ, it has the same importance as the heart, the lungs, and should be treated with extreme care “, he says Eva Riccobono, 39 years old, actress, supermodeltwice mom.
To the psycho-cultural importance, as well as social and economic, cosmetics the first edition of Milano Beauty Weekinitiative of Cosmetics Italy with Cosmoprof and Esxence.
Among the partner companies, Rougjan Italian company close to celebrating i 35 years in the pharmacy, he opened a round table to analyze the present, but also the more or less hidden desires of women behind this complex and fascinating sector.
Eva Riccobono: “Cosmetics is not transforming”
Beauty is a concept closely related to society and its slightest changes. “I don’t like products that tell about incredible transformations. Skin that changes, transforms … No. Why do we have to change? We can improve, accept ourselves, but don’t upset ourselves ».
“We live in a present that is trying to break down aesthetic standards, clichés. I believe that authenticity, transparency and above all realism are the directions of the cosmetic sector»Told Eva.
A great cosmetic focus, why?
Agree Renato Ancorotti, president of Cosmetica Italia: «We wake up and go to bed using beauty products, just think of cleansing, just brushing your teeth. A reality so connected to people’s lives deserves attention and enhancement. Fortunately, Beauty Made in Italy in the world it already means high guarantee reliability, quality and safety. We should communicate it even better ».
Eva Riccobono: “Beauty is sincerity with oneself”
Actress, mother of Leo and Livia – «I’m still breastfeeding» -, Eva has a relationship demanding and relaxed at the same time with cosmetics: «It’s not a magic wand. True beauty is knowing how to accept the passing of time. I find that knowing how to age well, and even before liking oneself, is a sign of how honest you have been with yourself».
She says it, who hasn’t always liked herself: “I grew up in Sicily, between brunette, Mediterranean, curvy girls. I cold, blonde, I did not like to any of my companions. I’ve spent half my life casting with hundreds of women I saw much more beautiful than me. Now if you look at my photos back then, I think about how beautiful I was without even knowing it! “
Ecco: «Beauty is a personal challenge. I’m not never made a pinprick, a filler in my life. At the 40 years old, I realized that you don’t have to prove anything to anyone. Do not overload yourself, not even take yourself too seriously, let alone make beauty a fault or on the contrary a lack ».
Bello is a thought: «Today I believe these wrinkles on my forehead are beautiful because… my son likes them! It is the emotions and points of view that make beauty move, indeed, sometimes they just create it».
Rougj, cosmetics for “real women”
“I’m not hiding” (for anti cellulite treatments), “I love to expose myself” (for solar), “I love my age” (for face skincare): splendid “real women” lend faces, unknown, unfiltered nor post productions, ai spot Rougj. A choice that is a manifesto, but also a perspective: to offer concrete answers to demanding consumers in everyday life.
Antonio Pirillo, CEO of Rougjtells: “Rougj was born more than thirty years ago in Trieste from the experience of a pharmacist, Dr. Cavedon, and its handmade preparations. Today we are a prominent reality in Italy, loved in France, soon in the United Arab Emirates, where we have just signed the go-ahead for distribution. Our strength is still that relationship of trust and quality of the beginnings».
And he adds: “For the first time, in Italy, the pharmacy channel has surpassed perfumery. We look for professionalism, clarity, guarantees, storytelling skills and in-depth analysis when buying a cosmetic. With our lines and ingredients, from probiotics to makeup-treatments, giving answers is our commitment ».
«I hope that the girls of my daughter’s generation they will be truly free to feel beautiful, even more than us, with very valid cosmetic tools. For each of their dreamsbefore their aesthetics “concluded Eva.
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