Slim and beautiful with perfect skin and white teeth – it is an ideal that more and more people are striving to achieve. And when nature falls short, a little assistance is required. Even in the fitness studio, ‘sweaty and exhausted’ is no longer a popular look, and at the end of a strenuous workout, an athlete's make-up should still be perfect – and their skin should be smooth, firm and hairless. It is a growing market that offers a wide variety of solutions.
Professionals make skilful use of light powder and eye-shadow in soft pastels. Just a few delicate brush-strokes and a hint of colour – less really is more here. “Most people want a natural look. They really do not want to appear ‘made up’ when they head off to do sport,” says Kerstin Cramer, Marketing Director for YBPN. 1,100 private perfumeries have joined forces under these four letters to share their expertise. At FIBO, experts are on hand to advise visitors and athletes and do their make-up for the ‘big event’. “It is important to us to tailor the make-up to the individual – we do not want to overdo it.” As it is, bold colours like red and pink are not in demand in the field of fitness. “Subtle shades and simple products are on trend. There are also a lot of people asking specifically for waterproof make-up,” says Kerstin Cramer. Anyone who is investing a lot of time in their body wants to make sure their face is taken care of as well. After all, the entire look has to be just right.
YBPN will once again have a large stand at FIBO 2020. Other exhibitors in the Beauty area at the trade show include tooth whitening professionals such as SmileSecret, Onlysmile and Pearl Smile, the Secret Lips lip-boosting system, Sal Beauty with its Golden Curl and Kedma Cosmetics brands, Levo GmbH and its hairstyling brand Ariabeauty, high-quality cosmetics and nutrition supplements from Good Feeling Products S.L. and hair-removal specialists Vitadepil.
Optimising the body
The company M1 Med Beauty specialises in making skin even more flawless. In addition to a line of cosmetics that improves the skin’s appearance in just eight weeks, this provider of aesthetic medicine offers a serum that promotes eyelash growth and a treatment that ensures good circulation in lips, as well as personal medical beauty treatments. “The drive for personal optimisation that permeates the sports world is increasingly making its way into the field of aesthetic medicine, because more and more people have come to associate an appealing figure with a healthy mind,” says Product Manager Kilian Brenske. His company aims to make it possible for everyone to enjoy a perfect appearance. This includes white teeth, laser treatments for hairless skin, injections for fuller lips and botox to reduce perspiration. “We are particularly interested in expanding our anti-ageing segment in future.”
Gold for the skin
Good Feeling Products takes another approach: natural beauty from the inside out. Each of their creams contains special ingredients designed to communicate with the skin's immune system, allowing them to penetrate into its underlying layers. “These creams are the result of a great deal of research. Following the nuclear disaster at Chernobyl, physicians began searching for ways in which cells could be detoxified from within. Our formulas are based on these efforts,” reports staff member Antonia Lexot. At FIBO 2019 the company will be showcasing its ‘Ferrari’: Gold Crème. And, in keeping with its name, this crème contains genuine gold. “Gold is antibacterial, helps prevent wrinkles, and makes the skin smoother, softer and healthier,” promises Antonia Lexot. The sun protection body spray with edelweiss protects outdoor athletes against sunburn, while an edible fluoride-free toothpaste delivers a radiant smile.
Individualised cleansing and care
Smart beauty comes from Sweden. Foreo is coming to FIBO 2019 with the world’s first cleansing brush that boasts a digital interface and an intelligent face mask. Each can be controlled via an app and tailored to the user’s individual skin needs. Eva Böhm, PR Manager for Foreo, explains this innovation: “A personal profile is created that allows various areas of the face to cleansed at different intensities, followed by appropriate care.” As soon as the intelligent brush has cleansed the forehead, chin and cheeks and freed pores of dirt and perspiration, a programme is chosen that uses heat and/or pulsation to further increase the sustainable impact of the care products even as red LED light promotes the body’s own collagen creation. As Eva Böhm puts it: “It’s like getting a professional treatment in your own bathroom.” She recommends that skin be cleansed before visiting the fitness studio so that it can breathe deeply, and that the residues of perspiration and make-up be removed under the shower following a strenuous workout. The products have been designed to be fast and effective while penetrating the skin in accordance with its needs. “Personalisation is a very important theme. Every face is different, and everyone wants to ensure that they get the best care for their own requirements.”
‘Haarlos schön’ (Hairless beauty)
It is not only the skin that is the centre of attention, but the hair as well. Not only should the hairstyle perfectly suit the figure, but there should not be any body hair whatsoever. Smooth and homogenous are the ideal, and stubble and redness are frowned upon. For those who find shaving too temporary and epilation too painful, the little brush created by Vitadepil represents an attractive alternative. This handy device, which looks a bit like sandpaper at first glance, twists hair out at the root while simultaneously removing dead skin – resulting in silky-smooth skin. “There is no pain whatsoever, and it does not cause any irritation or pimples,” says businesswoman Sarah Fischer. In particular, she is hoping to appeal to athletic men who care about their bodies and whose skin frequently reacts badly to shaving. Sarah Fischer: “Women are now also removing their facial hair due to the fact that it can be seen in the light. For those who do not want laser treatments, this provides a simple solution that can be used at home.”
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