Makeup takes a more conscious approach. Conscious Beauty, this is the name of the latest makeup collection launched by MPlus, alluding to a new concept of beauty: beauty that is both ethical and sustainable. The collection – which gives a nod to a more discerning and responsible consumer, conscious of the consequence of their consumer decisions on efforts to protect the planet and its resources – also reflects Inzago’s “new” business direction.
As Michela De Frenza, MPlus Marketing & Innovation Manager tells us, “Sustainability, innovation and quality are the three objectives that we, as a company, have set ourselves for the coming years, objectives that are epitomized by the Conscious Beauty collection”. “Continuous improvement in our processes, which ensure a higher standard of product quality and fast customer response times, has left us plenty of room to focus on new challenges, on continuous innovation and on sustainability.”
Another objective that MPlus have set themselves in recent months was to expand their product portfolio with a specific aim: to introduce other makeup products offering the same superior performance as their top-selling mascaras. While ambitious, this objective is within reach.
“By working on our research team’s know-how, on new raw materials and on innovative and sensory formulas, we’ve managed to match the superior performance of our mascaras even in other makeup products, like foundation and lipstick. Attesting to this is the success enjoyed by the More Than Make-up foundation collection launched last November. Feedback surrounding our Lipstick Mood Collection – the capsule lipstick collection launched two months ago – has also been positive.”
LIPSTICK MOOD COLLECTION: EACH TO THEIR OWN LIPSTICK
Lipstick Mood Collection was a real challenge: a comprehensive yet streamlined collection that’s all about lip makeup, a collection designed to offer just a handful of products to cater to the beauty needs of a customer base that is increasingly diverse in terms of habits, demands, age. “Lipstick Mood is a collection revolving around the lip colour world with 5 lipsticks that all differ in colour and formula – explains De Frenza – From Classic’s more traditional formula in a nude colour, to the voluptuous sensuality of Classy’s bright red; from the originality of Not Ordinary, a balmy stylo that comes in fuchsia, to the long-lasting sensory quality of Hypnotic and Unconventional, a super slim orange stylo with wonderfully full matt coverage .The range – which showcases the full extent of our expertise when it comes to all things lip – has been successful in winning over our customers with its versatility and endless scope for customization”.
A TRIBUTE TO CONSCIOUS BEAUTY
And following on from their lip offering, MPlus have expanded into face makeup, with a capsule collection that pairs sensory with sustainability. Conscious Beauty is a face, eye and lip makeup collection that leverages solid forms and formulations that are rich in natural actives but free of water in order to be kind to the planet as well as skin. Packaging, an integral part of the collection’s concept, is also strictly sustainable: from brushes made with fibre from renewable sources to aluminium caps, not to mention mono-material sticks.
The collection’s official launch will be at MakeUp in NY – 22-23 September , while Michela de Frenza has given Cosmopolo a sneak peek.
“Conscious Beauty highlights just how much respect beauty research also needs to show to its surroundings. The collection is made up of five products designed and produced to minimize their environmental impact, without skimping on the sensory and image. The collection has two mascaras, THE BIG CLEAN MASCARA and NATURAL BEAUTY MASCARA: one offering lengthening performance, the other having a volumizing effect, both enriched with naturally sourced anti-pollution actives with restructuring properties. In mascara – our star product – our impressive expertise can also be seen in the choice of the perfect formula-applicator pairing, which is essential for achieving the performance we’re aiming for.”
FACE AND LIP MAKEUP ALSO GET THE CONSCIOUS BEAUTY TREATMENT
In addition to mascaras – MPlus’ signature product – Conscious Beauty also offers a pearl foundation, two multi-purpose sticks and a lip gloss: “Adding the finishing touch to the collection, we have BEAUTY PEARLS, a foundation with a skin- and environmentally friendly touch, and two multi-tasking sticks: Glass Skin and All Over Blush. The former is an all-over highlighter stick that provides a luminous glow and immediate hydration; the latter is a creamy, enveloping blusher in a neutral colour that blends subtly with the face like a second skin. The collection wraps up with Lip Glass, a gloss with a barely-there feel that leaves lips soft and moisturized.”
You could say that, with this collection, MPlus really have achieved their goal: not just offering high-performance makeup products, but making a tangible contribution to protecting our planet and its resources.
Conscious Beauty really does put the beauty and fun into protecting the Environment!