"Japanese Ritual - Skin Revitalization through Quick Makeup Application"
In a fascinating fusion of Eastern tradition and modern cosmetics, the Japanese practice of Inemuri is inspiring a new wave in the world of instant makeup. While Inemuri, or sleeping while present, is traditionally a sign of hard work and dedication in Japanese culture [1][4][5], its underlying values of rest, self-care, and revitalization are resonating with beauty brands seeking to create quick, effective, and natural products.
Inemuri, which translates to "being present while sleeping," refers to the practice of taking short naps to recharge the body and mind, symbolizing light and virtuous sleep, or "awake sleep" [2]. This ritual, although not historically linked to cosmetics or makeup, offers great storytelling potential for evoking the idea of instant, revitalizing makeup.
The cosmetics industry is increasingly interested in traditions and rituals from around the world as a new perspective for brand storytelling [6]. This trend is particularly evident in the growing demand for instant makeup, also known as "flash makeup," which aims to provide a light and natural look that can be applied in under 10 minutes [7].
One such brand leading the charge is Provital, who have harnessed their expertise in continuous innovation and research to meet this demand. They have discovered a remarkable solution for instant makeup, using ingredients that mimic the effects of a short rest, providing a quick, easy-to-apply product that helps individuals look refreshed and vital [3].
Goji, a fruit known for its high levels of essential macronutrients and its anti-inflammatory and antibacterial properties, is another key player in this revitalizing makeup movement [4]. A study by Amagase, H. et al., based on goji consumption, reported an improvement in sleep quality, concentration, mental acuity, energy levels, and physical performance in over 80%, 70%, 55%, 50%, and 50% of volunteers, respectively [5].
This exotic ingredient, used in traditional Chinese, Japanese, Mongolian, and Himalayan medicine for thousands of years, is now being embraced by the cosmetics and personal care industry as an ideal ingredient for brand storytelling and commercial arguments for makeup flash products [4]. Brands are responding to this consumer demand by using commercial arguments or product names that imply a 'flash effect,' capitalising on the association of rest with well-being and the desire for products that offer immediate, visible recovery from daily stress or fatigue.
In summary, while there is no historical link between Inemuri and makeup, the values of rest and quick revitalization found in Inemuri can serve as a creative foundation for developing and marketing instant, revitalizing makeup products [2][3]. This approach capitalises on the association of rest with well-being and the desire for products that offer immediate, visible recovery from daily stress or fatigue.
As the world of beauty continues to evolve, it's fascinating to see how ancient traditions like Inemuri are inspiring innovative new products. For those seeking a quick, natural, and effective makeup solution, the philosophy of Inemuri offers a unique and intriguing approach.
[1] https://en.wikipedia.org/wiki/Inemuri [2] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5894214/ [3] https://www.provital.com/en/ [4] https://www.gojiberry.com/ [5] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5541543/ [6] https://www.forbes.com/sites/forbescommunicationscouncil/2019/02/15/why-brands-need-to-tap-into-cultural-trends-for-success/?sh=5d5d58bf4578 [7] https://www.allure.com/story/flash-makeup-instant-makeup-products
In the realm of cosmetics, the principles of Eastern traditions such as Inemuri, although originally unrelated, are being explored for their potential in creating captivating stories behind instant, revitalizing makeup products. This exploration extends to home-and-garden spheres, as exotic ingredients like Goji, rich in essential nutrients and boasting numerous health benefits, are being incorporated into products to mirror the rejuvenating effects of taking a short nap.
Home-and-garden brands, too, are drawing inspiration from the values of rest and quick revitalization found in Inemuri, creating products that promise an immediate, visible recovery from daily stress or fatigue, echoing the philosophy of awakening refreshment. Such products offer homeowners a way to revitalize their living spaces, reflecting the global trend towards natural, effective, and quick solutions.
