ecilia S&aacute;nchez, directora de m&aacute;rketing y comunicaci&oacute;n de Sephora Espa&ntilde;a y Portugal, y Raquel Gonz&aacute;lez, fundadora de Pure Skincare, la empresa de distribuci&oacute;n cosm&eacute;tica al frente de firmas como Medik8 o Perricone MD en territorio espa&ntilde;ol, nos explican c&oacute;mo han cambiado sus clientes en los &uacute;ltimos 35 a&ntilde;os y c&oacute;mo nos cuidamos ahora.&nbsp;&iquest;C&oacute;mo definir&iacute;as la belleza? Raquel Gonz&aacute;lez: Es un concepto muy amplio y casi et&eacute;reo. La palabra es tan bonita y es tan bello aquello que evoca que nos hemos adue&ntilde;ado de ella los que pertenecemos al mundo de la cosm&eacute;tica, utiliz&aacute;ndola como algo gen&eacute;rico para cualquiera de las categor&iacute;as que forman parte del sector, como puedan ser el skincare, el maquillaje o los productos capilares. Para m&iacute;, la belleza, concebida dentro del mundo cosm&eacute;tico, es la capacidad de potenciar lo bello que trasluce de cada persona. Cecilia S&aacute;nchez: En Sephora, la belleza es un patio de recreo donde todos tenemos el poder de experimentar y crear su propia definici&oacute;n. Yo entiendo la belleza como una herramienta de poder y confianza. &iquest;C&oacute;mo ha cambiado el mundo de la belleza en los &uacute;ltimos 35 a&ntilde;os? C. S.: Uno de los principales cambios ha sido entender el maquillaje como forma de expresi&oacute;n. Creo que las nuevas generaciones lo entienden como un reflejo de su personalidad y es algo muy bonito. Tambi&eacute;n tenemos un consumidor que demanda productos que le hagan sentir bien y su preocupaci&oacute;n va mucho m&aacute;s all&aacute; de su as-pecto exterior, quiere cuidarse tambi&eacute;n por dentro, eligiendo productos con ingredientes naturales, y que tambi&eacute;n contribuyan a mejorar el mundo en el que vivimos.&nbsp;R.G.: Para m&iacute;, la mayor caracter&iacute;stica de estos a&ntilde;os es un avance cient&iacute;fico que ha conseguido dar con f&oacute;rmulas que pueden revertir el envejecimiento, proteger al organismo de la radiaci&oacute;n o la contaminaci&oacute;n, tratar de una forma amigable con la Raq uel Go nz&aacute;le piel dolencias como el acn&eacute; o revertir profundamente cuestiones como una psoriasis o una ros&aacute;cea. Adem&aacute;s, asociado a que el sector ha crecido y se ha desarrollado tan enormemente, vemos un consumo de
CON O SIN MAQUILLAJE, LA OBSESI&Oacute;N ES&nbsp;ESTAR GUAPOS PERO NATURALES
&laquo;ENTIENDO LA BELLEZA COMO UNA HERRAMIENTA DE PODER Y CONFIANZA&gt;&gt;
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belleza que dista mucho del que ten&iacute;amos hace tres d&eacute;cadas. Nos hemos profesionalizado m&aacute;s, pero tambi&eacute;n lo ha hecho nuestro cliente. &iquest;C&oacute;mo han cambiado vuestros clientes a lo largo de los &uacute;ltimos a&ntilde;os? R.G.: Hemos interceptado que ahora tienen un conocimiento de cosm&eacute;tica que antes era inexistente. Los clientes cada vez demandan m&aacute;s productos y, sobre todo, m&aacute;s espec&iacute;ficos, para tratar cuestiones muy concretas. Por ejemplo, antes alguien se aplicaba un suero antiedad y con el concepto antiage ya se quedaba tan tranquilo, ahora lo que le gusta saber es por qu&eacute; tiene ese efecto: si trabaja con retinoides, si&nbsp;lo hace con p&eacute;ptidos... &iquest;Qu&eacute; es lo que m&aacute;s nos obsesiona ahora en cuanto al cuidado de la piel y el maquillaje? C.S.: Nos enfrentamos a un consumidor que busca no solo mejorar su aspecto exterior sino tambi&eacute;n sentirse mejor por dentro, la tendencia que ahora llamamos inner beauty. Por eso, los ingredientes naturales, y las composiciones respetuosas con la piel y el medioambiente est&aacute;n triunfando y son cada vez m&aacute;s demandados. R.G.: Ha habido &eacute;pocas en las que lo que m&aacute;s obsesionaba atend&iacute;a a modas, pero creo que ahora mismo estamos en un momento maravilloso en este sentido, ya que lo que estamos buscando es mostrar nuestra mayor naturalidad, pero de forma perfeccionada. Con o sin maquillaje, la obsesi&oacute;n es estar guapos pero naturales. &iquest;Qu&eacute; requisitos ha de cumplir un producto para conquistaros? C.S.: Sin duda, la eficacia y la seguridad. Es decir, que nos permita obtener resultados visibles y que sea un producto seguro que nos ayude a cuidarnos tanto por fuera como por dentro. A estos dos requisitos, yo a&ntilde;adir&iacute;a la parte de las sensaciones y tambi&eacute;n los valores de la marca. Un mismo producto puede provocar sensaciones diferentes a las personas. Por ejemplo, un aroma o una textura que a ti te gusta puede no gustarle a otra persona. Y tambi&eacute;n hay que tener en cuenta los valores que te inspira la marca, que tambi&eacute;n pueden congeniar mejor con los tuyos y con tu estilo de vida. Ya hemos pasado por los productos coreanos, la obsesi&oacute;n por la cosm&eacute;tica s&oacute;lida y una larga lista de &lsquo;etc&eacute;teras&rsquo;. &iquest;Qu&eacute; ser&aacute; lo siguiente? C.S.: Sin duda, la inteligencia virtual con toda la inclusi&oacute;n del metaverso en el mundo de la belleza, la personalizaci&oacute;n y nuevos productos cosm&eacute;ticos que en lugar de ayudarnos a rejuvenecer, nos ayuden a llevar un estilo de vida m&aacute;s sano desde mucho antes, para conservarnos m&aacute;s j&oacute;venes por dentro y por fuera. Y, por supuesto, en las tiendas de Sephora del futuro, me sigo imaginando un espacio donde el cliente m&aacute;s que nunca pueda experimentar con nuestros productos, con mucha m&aacute;s interacci&oacute;n con ese mundo virtual y con un servicio a&uacute;n m&aacute;s personalizado. &iquest;Qu&eacute; te gustar&iacute;a que llegara en los pr&oacute;ximos 35 a&ntilde;os? R.G.: Me gustar&iacute;a ver propuestas cosm&eacute;ticas ultraeficaces, capaces de producirse al 100 % con ingredientes cuya producci&oacute;n genere impacto positivo de cara a que la sostenibilidad del sector est&eacute; garantizada. Es uno de los principales retos que tenemos ahora, ya no solo hacer f&oacute;rmulas eficaces, sino hacerlas 100 % sostenibles (que no es lo mismo que naturales, lo natural no siempre es eficaz si no se trata en laboratorio), y que su producci&oacute;n pueda favorecer al medioambiente y a todas las econom&iacute;as de forma equitativa.&nbsp;
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