Going against the tide of constant novelty, old values resist the test of time and reemerge as alternatives to rampant consumption, breaking the cycle of obsolescence that threatens our future.
Renowned brands, ancestral techniques, neutral colors, and universal ingredients are gaining new popularity and defining a timeless beauty anchored in modernity. Adding a contemporary touch to the classics, the desire to connect with codes steeped in heritage and history resurfaces.
With a fresh perspective on origins as a source of uniqueness, old brands are delving into their archives. After Estée Lauder chose to revert to its original logo in 2018, this year, Burberry has decided to re-adopt the Serif font and the knight emblem, in a spirit of (re)conquest.
In Brazil, Cidade Matarazzo, located in the former Paulistana maternity hospital, aims to showcase the richness of Brazilian art, culture, and nature alongside the tradition of the family with the same surname. With elements such as local semi-precious stones, centuries-old olive gardens, works by renowned artists, and cuisine inspired by ancestral origins, the old gains contemporary curation and global elements.
The recent success of series that showcase “private club” lifestyles is also a sign of this renewed interest in traditions. “Succession” portrays a patriarchal legacy that marked the boom of quiet luxury, characterized by precise codes of discreet opulence. Less minimalistic, “White Lotus” is set in a Mediterranean paradise hotel, where the historical value of architecture and culture remains a focal point to enrich the narrative ambiance.
In practical terms, how can these codes be applied to tomorrow’s beauty and wellness?
COLOURS: This resurgence of a notion of classicism linked to ancient arts and cultures brings a new, more sensitive, and aesthetic dimension to the timeless cosmetics of tomorrow. It encourages the use of softer colors, natural dyes, or noble materials. White marble, rosewood, and light coral, the sheen of platinum or metallic bronze, warmed by terracotta red to add sensuality.
BEAUTY: Consider a modern, understated, and sophisticated touch with very subtle shades for refined shaping and sculpting. This beauty evokes the androgynous grace of ancient statues with a distinct yet minimalist elegance.
PRODUCTS: Luxury codes also extend to mythical ingredients and processes that benefit from time, such as fermentation.
RITUALS: Draw inspiration from the concept of exclusive private clubs. From ultra-personalized beauty regimens to subtle details and collector’s items: reimagine ancient beauty rituals with enchantment.
PACKAGING: It’s worth drawing inspiration from the concept of exclusive private clubs. From ultra-personalized beauty regimens to subtle details and collector’s items: reimagine ancient beauty rituals with enchantment. Bottles can draw inspiration from more intricate perfume shapes or simplified lines, without losing the detail of preciousness.
Reimagined in a modern and innovative vein, luxury classics can be a wonderful source of inspiration and expression, while providing enduring and comforting references. Embrace these trends to bring quality and tradition to the beauty of the future!
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