FORMES DE LUXE

Essentia Beauty

THE SPLENDOR OF ECO-DESIGN

The Italian company is making its new portfolio available to luxury brands, combining patented refillable packaging with original decors, thanks to “Metamorphosis”, its high-potential ecodesign concept. Interview with Katia De Martino, Essentia Beauty’s Managing Director.

What is Essentia Beauty’s new ambition in the luxury segment?

Specializing in fullservice beauty, our company continually invests in innovation for sustainable beauty, with an approach focused on consumer needs. This has led to the launch of differentiating concepts, integrating container and content, which encourage pleasure buying while meeting women’s expectations of eco desirability. For example, our Slide Palette make-up bag features a functional sliding system that releases two refillable pans, each with three to five colors. Consumers can thus easily refill the colors they use most, and change out products in line with trends. Another example is our Smart Compact refillable case, which can be adapted to suit women’s preferences, giving them an ultra-compact lip and eye kit with mirror and pans, or customizing its contents to suit their onthe-go make-up touch-up habits. Both patented concepts can be customized to the design codes of brands and the specific expectations of their consumers. For brands, defining the right commercial equation for refilling is complex today. What’s essential is to bring added value to consumers who have ecological aspirations but aren’t ready to give up either the functionality or the aesthetic appeal of beauty products.

What is your approach to eco-desirability?

Essentia Beaut y a ims to propose concepts that transform packaging into an object of desire, both functional and aesthetic, inciting consumers to keep and refill it or give it a second life. Our Slide palette, for example, has been designed to have a removable lid that customers can choose when they purchase and renew as they wish, just like a cellphone case. The aim is to preserve the pleasure and functionality of its use, without having to change the whole palette.

What other differentiating feature would you like to share?

To create an object of desire, decoration is an essential element to sublimate the packaging, whether it’s a glass bottle, a perfume cap, a lipstick tube, or a cream jar lid. This is the ambition behind our exclusive partnership with MAD, an Italian specialist in fashion accessories, whose clients in the luxury sector include McQueen, Prada, Dolce & Gabbana, Versace, Yves Saint-Laurent... Its exceptional know-how enables us to offer incredible three-dimensional material, texture, and relief effects, with no volume constraints. An inspiring potential for lasting beauty!