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A qualcuno piace green

di Antonella Rossi
Creme, sieri, balsami e make-up. Il beauty scopre la passione per gli ingredienti naturali. A prezzi contenuti.
Lo scrub può essere realizzato con ingredienti naturali.

Lo scrub può essere realizzato con ingredienti naturali.

Eco, bio, cruelty free, vegan: in una parola, verde. Impazza la moda della cosmetica naturale, dagli scaffali dei negozi ai blog dedicati, dove le amanti del fai da te suggeriscono come creare in casa maschere e impacchi a base di olio d’oliva, yogurt, essenze e altri ingredienti rigorosamente green.
La tendenza è avvalorata anche da una serie di dati diffusi da Cosmetica Italia (ex Unipro), l’Associazione italiana delle aziende cosmetiche. Se da una parte le imprese guardano soprattutto all’export per rilanciarsi sul mercato, il settore green è decisamente in controtendenza. A guidarlo l’erboristeria, che anche nel 2013 ha mantenuto il trend positivo degli anni scorsi. Il canale, infatti, non sembra scalfito dalla congiuntura negativa generalizzata, grazie soprattutto a una ritrovata voglia di naturale e a prezzi inferiori rispetto al passato.

PREZZI ACCESSIBILI A TUTTE
Sì perché se fino a pochi anni fa acquistare un prodotto green era un piccolo lusso considerato da molte superfluo, oggi i prezzi di cosmetici&co sono in linea con quelli delle profumerie e, in molti casi inferiori. Certo, non mancano le eccezioni ed esistono prodotti verdi costosissimi, ma orientarsi nella giungla del bio è possibile, anche spendendo cifre ragionevoli. Ideali per chi ha una pelle particolarmente sensibile e reattiva, che mal sopporta additivi e ingredienti di derivazione chimica, i prodotti naturali sono adatti anche a chi non ha problemi di questo tipo e li sceglie per tutelare la salute o l’ambiente.

PIACE ANCHE ALLE CELEBRITIES
Lo hanno capito anche le star, da sempre attente alla bellezza di viso e corpo. Molte di loro si sono addirittura improvvisate imprenditrici, realizzando linee cosmetiche a base di prodotti naturali. Tra le prime, la top model australiana Miranda Kerr, che nel 2007 ha lanciato la linea Kora Organic, particolarmente attenta alle esigenze del viso.
Priva di sostanze chimiche come parabeni, coloranti e altri elementi sintetici, è anche cruelty free e vegan, non testata su animali. Stessa passione per il green per la top brasiliana Gisele Bündchen, che nel 2010 ha lanciato la linea skincare eco-friendly Sejaa, e per l’attrice inglese Lily Cole, che l’anno scorso ha firmato una limited edition 100% cruelty free per The Body Shop.

La top model Miranda Kerr ha lanciato una linea di cosmetici e trattamenti bio, a nome Kora.

La top model Miranda Kerr ha lanciato una linea di cosmetici e trattamenti bio, a marchio Kora.

OCCHIO ALLE ETICHETTE
La voglia di verde sembra dunque un’esigenza diffusa, anche se non tutto ciò che viene definito eco e bio lo è veramente. Molte case cosmetiche, infatti, hanno colto al volo l’occasione della nuova moda, pubblicizzando come naturali prodotti che in realtà non lo sono affatto. Nella giungla che si è venuta a creare l’unica certezza viene dalle etichette, che devono riportare obbligatoriamente la lista degli ingredienti utilizzati. I cosmetici biologici ed eco-bio sono costituiti soprattutto da elementi di origine naturale, almeno il 95% del totale. Ci sono poi i cosmetici con ingredienti biologici, il cui contenuto naturale deve essere come minimo del 70%. Una mano in più viene dalle certificazioni offerte da numerosi organi di controllo, come Icea e Aiab, che hanno redatto elenchi degli ingredienti e delle aziende che possono realmente fregiarsi del titolo di biologico e naturale. A questo scopo in Canada è nata addirittura un’app. Si chiama Think Dirty ed è la prima che si propone di informare sul potenziale pericolo nascosto dentro i prodotti beauty.

© RIPRODUZIONE RISERVATA
Publicato in: Capelli, Corpo, Viso Argomenti: , Data: 25-11-2013 06:07 PM


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