Make-up and skincare: Gotha Cosmetics is betting on the return of the sense of joy

At Cosmoprof Worldwide Bologna, which returned in person at the end of April, Gotha Cosmetics presented a new wave of innovation, dubbed “Seeking Joy”, which combined makeup and skincare.

Consumers seek fun and playfulness in all walks of life: Emotional plurality is a defining characteristic of the 2020s,said Lisa Galbussera, Global Product Development Specialist at Gotha.

Indeed, after two years of pandemic and global uncertainties, people are eager to live and be in the moment. And, according to the Italian cosmetics maker, joy is strongly linked to beauty.

We are building a new narrative through the Seeking Joy collection. We believe in the power of beauty to generate emotions, and we have established a pipeline of new products that meet consumer needs. We streamlined our innovation into three different consumer trends and behaviors: holistic wellness, scientific minimalism and identity empowerment,added Gotha CEO Paolo Valsecchi.

The holistic wellness selection of products offers solutions dedicated to consumers who seek well-being as “a state of body, mind and soul.The selection includes:

A lightweight, hydrating and natural hybrid Glow Priming Serum which creates a visibly translucent glow that helps skin look healthy and youthful. It is formulated with hyaluronic acid and squalene to deliver and lock in moisture, and with spirulina which has strong antioxidant and detoxifying properties and has a skin-brightening effect. The formula is enriched with optical correcting agents that give a velvety touch and perfect the “photo-shopped” complexion.

- A moisturizing cream Skin Coach Foundation with medium coverage and a natural radiant finish. It acts as a luxurious care cream combined with a veil of color to cover dyschromia and imperfections while smoothing fine lines.

The Scientific minimalism trend is aimed at skin-sensitive consumers who want performance and proven efficacy combining beauty and technology. To respond to this trend, Gotha introduced:

- Chrono Flawless Foundationa new long-lasting foundation that acts on the regeneration of the skin throughout the circadian cycle.

- Powder Blush Velor Inka water-resistant, talc-free blush with a plastic texture and a soft, gummy feel.

Finally, the Identity Empowerment The collection includes brightly colored functional products that appeal to Gen Z consumers.

The Balmy Thermo Foundation, for example, is a solid color balm with medium buildable coverage and a satiny velvet effect. It gives a smooth and healthy look to the skin which remains hydrated and soft thanks to the presence of powerful soothing agents.

Gotha Cosmetics will exhibit its latest innovations at MakeUp in Paris on June 16 and 17, 2022.

Donovan B. Sanford