Happy initiative from Colipa (The European cosmetics association) which comprises all the European associations of beauty, in Brussels last week: an exhibition at the heart of the European Parliament, was organised to tell the vivacity and intelligence of the beauty for all EU officials. The aim is to “Show that the beauty industry is dynamic and innovative, but also important, both in terms of turnover and employment, with 70 bn € and 1.8 million people, and that the European cosmetics market is the first in the world, “said Fabio Franchina, President of Colipa. Very well located close to the wall of mailboxes of all registered members of the European parliament, the exhibition is hidden behind information panels, and each of the smaller stands is animated by professionals who, despite their badges, they are of first under the banner of the European Association before belonging to a brand. The same beauty for all, and so much better, the purpose will be more clear. For two days, 7th and 8th December, the inhabitants of Parliament were able to get knowledge on the beauty innovation, something to reassure the talents of Europe and its ability to manage an optimal aging and aesthetics of its population . Women and men of all ages and nationalities visited between sessions or at the time of the break to discover for example how we judge the effectiveness of a skin product, with a high-resolution ultrasound. An expert explains that the virtues of this highly specialized ultrasound can assess the immediate thickening of the stratum corneum under the effect of a moisturizer, the densification of the fibers after application of an anti-aging, or the aspect of quilting as a result of an anti-cellulite. Used by cosmetic dermatology in the early detection of melanoma, the ultrasound can also measure the effect of an injection of hyaluronic acid, and its consumption by the skin over time.

scalp under a microscope

scalp under a microscope 

In addition, all about dental care, but also on the hair, it grows again and again, and a healthy scalp, premium imaging with on-screen demonstrations of the state of the skull of visitors. On the other hand, a simulator of aging, with or without the influences of tobacco and sun. But why this unit is not it installed everywhere? It is so demonstrative that is the question, while saying we do not really want that picture taken on site and used for morphing is preserved in the archives… Stop at the perfume booth to discover their emotional and evocative power, with multi-sensorial tests on materials, on the tastes, the colors, and smells of course. Or how to restore the fragrance its rightful place in our daily lives. Moreover, a scientific director explains the tremendous progress of solar European brands “we have the best products in the world, with a glamorous and comfortable choice of textures, to give consumers the desire to protect.” Finally, to prove his good faith, beauty reveals all its secrets reconstituted skin, and everyone is free to go looking at what happens in vitro.

A quick overview of the essential beauty, was the challenge of Colipa, to educate and inform on the innovation level of 2,000 companies it represents. Hence, the 1500 visitors are surely all left with a dynamic and extended vision of this beauty which often unfairly viewed as futile. And boostered by what they have learned there, they can speak about them in Parliament or outside, positively and with the same enthusiasm as that of their casual teachers. Certainly in terms of lobbying Brussels is the right choice.