Orveon CEO on the introduction of pure magnificence

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 business.

This interview was performed by way of 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 imagine pure magnificence is the subsequent step on this course of. Pure magnificence merchandise are outlined by the standard and advantages of the elements within the product whereas clear magnificence is outlined by the elimination or lack of dangerous elements.

A superb analogy is to consider pure magnificence merchandise as pure water sourced straight 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 change into redundant as right now there isn’t a business normal on what it means to be “clear” which has led to poor business practices and shopper confusion. 

BareMinerals was the primary model to speak in regards to the significance of ingredient traceability, vegan formulations and non-parabens, which was the genesis of fresh magnificence, however as extra manufacturers capitalized on the marketability of fresh magnificence, the time period had much less and fewer that means. 

What are the negatives and positives of manufacturers partaking within the clear magnificence section? 

The wonder business is extremely soiled, to a degree customers can not think about. Clear magnificence has executed loads to lift shopper consciousness round doubtlessly dangerous elements in magnificence merchandise. The time period clear magnificence shouldn’t be solely a nasty factor, as we hope all magnificence corporations attempt to enhance the standard of their merchandise.

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