After body lotions and make-up removers, here are oils, self-tanners and after-sun care. The shower becomes the new beauty territory for busy consumers. This new cosmetic and pragmatic trend simplifies life. It is especially aimed at women who usually do the minimum for their beauty.
For those who did not use body milk, moisturizing body milk in the shower has had some success (according to Nivea, more than 1.5 million people have already adopted it). For others, it could leave a sticky or"coated" feeling (due to thicker textures, low in water and rich in oils that"cling" to the skin to provide long-lasting remanence) or insufficient hydration. All right, but let's face it, it's better than not wearing anything. Those who were used to the comfort of a real body lotion were not the target, as"recruitment" was carried out on women who never had the time to hydrate their bodies.
As we remember, Nivea started the trend in 2014, followed by Garnier (Body Lotion Under the Shower Ultra-Soft Oils, 200 ml, 4.50 €).
It is even available in certified organic version (Body Lotion Under the Shower Basis Sensitiv Lavera, 200 ml, 7 €).
Today, Nivea offers no less than five formulas, more or less greedy or nourishing, one of the bestsellers being the Body Lotion Sous la Douche Douceur which now exists in large format (250 ml, 4.18 € or 400 ml, 5.92 €). Because it is one of the reproaches we can make to them: the bottles are emptied quickly.
Eucerin has launched its own directly in 400 ml, without going through the smaller capacity (Body Milk Under the Shower, 400 ml, 15.50 €).
The latest formulas have made progress, they stick less and moisturize more. Perhaps one of the most successful is the oil which, after being rinsed, leaves a velvety finish on the skin, like those of the Marrakech Senses which will be available from April (Water Care Oil, 250 ml, 30 €, three fragrances: Orange Blossom, Amber & Musk, Verbena).
Last but not least, to reassure those who think that all this time spent in the shower is not very ecological, these products hardly involve any additional water consumption. Apply a small amount to clean, wet skin immediately after rinsing off your shower gel, taking care to turn off the water. Then rinse them very quickly before leaving the shower.
Make-up remover in the shower
We had already spoken to you about it (see the Zoom Makeup removers in the spotlight this winter ). Nivea, which has decidedly made itself a speciality of this type of products (the brand also launched a Body Lotion Under the Firming Shower Q10 last year), launched at the beginning of the year a real innovation: the Make-up Remover Under the Shower (150 ml, 3.95 €), which makes it possible to remove make-up completely (face and eyes) under the shower. Gently, without rubbing and in a pleasant, fast and economical way (cotton is no longer used). That's enough to reconcile the most recalcitrant with cleansing! The only conditions: taking a shower in the evening (45% of French women according to Nivea) and enjoying water to remove make-up. This product, unique for the moment, (the formula seems to have required many years of research) will it make small? Answer in some time…
The two new gestures in 2016: the self-tanner and after-sun milk
Self-tanners in the shower are super practical and can be applied to the body as well as the face. The"under the shower" effect boosts their effectiveness: the surface of the epidermis is perfectly clean, the product glides and is better distributed on damp skin. Wet skin is more receptive to DHA (self-tanning active ingredient) which acts faster. Don't forget to let them work for three minutes and wash your hands with warm water before rinsing. For now, two brands offer them: St. Tropez (Gradual Tan In Shower Lotion Bronzante Sous la Douche, 200 ml, 28 €) and Lancaster (Self Tan Beauty Bronzing Milk Sous La Douche Hâle Instantané et Progressif, 200 ml, 30 €). As for after-sun, Nivea already offered one last summer (After-Sun Milk Under the Refreshing Shower Nivea Sun, 250 ml, 7.60 €), and it is now Vichy's turn to launch its own: After-Sun Care in the shower or on dry skin Ideal Sun (200 ml, 18 €). One of the original features of this treatment is that it can be applied to both wet and dry skin. The brand is based on the principle that you no longer want to cream at night (after"spreading" all day on the beach) and yet the skin needs this extra moisture after exposure. Offering this dual use makes it very easy to use. Maybe a way forward?
Ariane Le Febvre
