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Cream in trompe-l'oeil

November 15 2017

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The Shiseido brand has launched Waso, a range of products targeted for Millennials and for all those who make fun of these age limitations. Cosmetics in the movement of products chub, which do not contain ingredients harmful to health. - Isabelle Cerboneschi


aso, let's start with the name: it is pronounced like "bird" and suddenly it makes you smile.

The packaging then: very simple, with a cap with a hole, easy to catch with a finger, to open when you have your hands full of soap, to hang in his bag, to hang in his bathroom, in short, useful .

The next target: the famous Millenials whose ears we are rebuffed, to the point that we do not know if they really exist or if it is a marketing invention. In short, a product for Millennials, perfect for young people from 7 to 77 years.

The product then: magic! A kind of white cream, with an SPF 30 protection, which, when applied to the skin, takes the exact color of it, but better: the goal is to sublimate it while erasing imperfections ( what imperfections?).

Content: a moisturizing and protective cream that looks good. Technically speaking, it is a short formula containing a carrot derivative. But that's not the point. That's what it does not contain that is interesting: no parabens (these preservatives considered as endocrine disruptors), no mineral oil (from petroleum refining *) that forms an occlusive layer on the skin.

Range Waso is in the direct line of these more and more sought-after cosmetics so-called chub in the USA. These are not organic products, but cosmetics that are defined by default: they do not contain ingredients whose harmful effects on health have been proven (including precisely parabens, phthalates and mineral oils).

Consumers have become "consumers" in all areas of their lives, not just food. We want pure, natural, traceable and harmless. The Millennials are sensitive to it, the Generation Z that comes right behind too, and the X, the Y and the Baby Boomers. From 7 to 77 years.

How do you know if your favorite cosmetic product contains mineral oils? Just the lwrite the list of ingredients written in lower case on the label. Mineral oils appear under these names:

• Cera Microcrystalline • Ceresin • Mineral Oil • Ozokerite • Paraffinum liquidum • Petrolatum • And all words ending in "methicone" or "siloxane".