It is not yet available on the market that it creates a genuine "buzz" and gives cause for comments … often very excited. It, it is Naturalis, “the appliance to manufacture one’s own cosmetics” launched by the SEB group with the Rowenta brand. A revolution or a new household appliance gadget? An evolution of the market that could be really interesting … or worrying? CosmeticOBS-L’Observatoire des Cosmétiques checks this “innovation” … and its implications.
Manufacturing one’s own cosmetics, at home, is what the word “trendy” applies to. Some people go even to state it is a deep-rooted trend, which is there to last and gainwider acceptance.
This is the bet of the SEB group when releasing Naturalis.
Its small appliance, designed to manufacture one’s own cosmetics at home will be available on April 15, labelled Rowenta, which its motto, “Intelligent beauty," destined to support this new product.
SEB is not alone, among the manufacturers, to have tried to position itself on this niche: we have already heard about other plans of this kind, or following the same idea. Nevertheless, it is the first not to have been blocked by technical or financial constraints, and to have been to the end.
The product
Naturalis is an appliance, available in specialized retail networks (in France, Darty, Boulanger; in Paris: BHV Rivoli, Galeries Lafayette Hausmann) and on the Internet.
Indeed, it comes as a pack, which comprises several items:
• a blender/emulsifier,
• accessories: two 100 mL jars, two 50 mL jars, two 15 mL jars, two measuring spoons, a spatula, a measuring glass,
• a Starter kit of ingredients, comprising: an emulsifier, a thickener, a preservative, …
