The health crisis has contributed to the creation of an anxiety-provoking climate, but it has also helped consumers focus on themselves. It’s called the ‘society of the self,’“ says Emma Fric, co-founder of The Prospectivists. “This mindset that had already begun to emerge was confirmed during the first containment. While we were all constrained to immobility, it allowed us to confront an opening in full consciousness by focusing on our inner feelings.” This trend is consolidating consumers’ desire to move towards holistic cosmetics, which take care of the soul while sublimating the body.
“One example is the singer Alicia Keys, who follows in the footsteps of artists who have taken up make-up,” says Emma Fric. “She offers clean and natural formulas. For her, each gesture is thought as an intention to do good. We are clearly in the benevolence.”

To be attentive to one’s person is not synonymous with withdrawal into oneself, quite the contrary. According to the expert, the tendency is towards collectivity, the notion of group and community. By reconnecting to oneself, one reconnects to the other.
“The pandemic has shown us that brands have fully integrated these principles of solidarity and empathy, she says. More than ever, …