Nivea beauty vision

What will be our idea of beauty in the future? To develop a new vision on the contemporary concept of beauty is the goal of a research project to identify possible future trends.  It’s a prodromal investigation of new product concepts sponsored by the historical brand Nivea in the occasion of the company's centenary.
Research and design activities were conducted at Politecnico di Milano, precisely the Laboratory of Fashion and in collaboration with Nivea Lab, an advanced section of company marketing department. Beauty trends are compared with the evolution of urban life style. A peculiar attention to soft qualities and sensory perceptions is the inspiration source  to design new products, profiles, logics of communication and in-store distribution.  

Timeless beauty
The project has highlighted a new relationship between beauty and "time", an endless relationship that renews and repeats in daily body care.
On the one hand the research project outlines the possibility to cultivate beauty with small gestures, always-available products and easy to use services. On the other hand the need for an instantaneous “beauty consumption”, here and now,  creates a vision of “instant use” cosmetic products for situations not always predictable during the day.  

Beauty and personality
The widespread idea of inner​​ spiritual beauty evolves in a more intimate and personal sphere that creates beauty by all gestures devoted to self-care. Alternative to this view, but not competing, emerges an opposite perspective that beauty is expressed in relation to others, not as a performance, but as interaction and in some cases as a sharing occasion . Both these visions attach great importance to the skin as a surface of "contact" between the individual and the outside world, as a receptor of sensations and as a body suit to protect and care for.

client: Beiersdorf SPA, Italia
location: MIlan
year: 2009/2010
workshop concept and management: Alessandro Villa
workshop director: Arturo Dell’Acqua Bellavitis
workshop team: Giovanni Conti


above: DON'T HIDE IT, Cheng Biynyi, Zhanh Linwei; Zhu Rui