Best of Cosmoprof Asia: In’pressivenails

One of the best parts of my Cosmoprof experience was talking in depth with Centdegres. This design agency was in charge of creating a special edition product for Cosmoprof.

The product was designed from a 5 dimensional point of view. From bottle design, the weight, feel and texture of the packaging to the liquid inside, finish, texture, viscosity, opacity and even the scent.

Together with Fiabila (fill), Groupe Pochet (packaging), BeautyStreams (Insight), Centdegres (Design) created the in’pressivenails series, a pure object of desire.

It’s no surprise that the In’pressive Nails Event selected Pantone 206C for me. VITALITY inspired by Pomegranate Syrup💅🌡️🍎 created by Paris creative agency #Centdegres #cosmoprofasia#cosmoprofasia2016

This impressed me so much! The depth of thought given in creating these products is what sets the best apart from the rest. This outstanding project of innovation is exactly what I love about the beauty industry.

 It also reflects the pain of the industry, where products demand forces brands to churn out products and SKUs that never really make it. I hope In’pressivenails forces beauty innovators to stop and think and force themselves to go deep instead of just fast. It takes time to develop a product that becomes a ‘lovemark’ and not just another product.

The other thought I had after speaking with Sophie Robbe of Centdegres is the importance of collaboration. Collaborative effort brings the best experts together to create something that defies expectations. It is key for the beauty industry to look at other experts in their field to manifest something great. This project blew my mind!

Definitely one of the key highlights of Cosmoprof was the privilege to get a first hand look at In’pressivenails. Product development of this magnitude requires time (to ideate and produce), experts (to bring together industry know-how) and distribution (cosmoprof) and of course budget.  But in the ideal world, every product that is produced should come through this process. That way, there will be more key objects of desires created instead of my junkie things, copy cats and poor quality products.

Hope you get to check out this case study in depth by searching #inpressivenails and through centdegrés and Cosmoprof.