Nivea Lab, Beiersdorf/Polythecnic University of Milan
What will be our idea of beauty in the future? Developing a new vision of cosmetic topics and contemporary beauty canons is the goal of a research project on future trends. It is 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 are 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 lifestyle. A peculiar attention to materials, colors and sensory perceptions is the inspiration source to design new products concepts, new logics of communication and in-store distribution.
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, hint at 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 finds beauty in 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
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