Exploring Sexual Desire in the World of Beauty

At the 2006 show, in-cosmetics introduced the first edition of a new feature called “in-focus”, which each year addresses a different subject. in-focus is a think-tank, where people can source the latest marketing concepts, technical innovation and gain new food for thought. The in-focus Amazonia feature provided a strong focal point to the show, generating huge interest from visitors and exhibitors.

Now in its second year, the in-focus feature for the 2007 in-cosmetics show takes on an altogether different theme by exploring sexual desire and ways of stimulating sex appeal within the beauty industry. in-focus Aphrodisia will engage the five senses, using fragrances, colours and textures in ways to promote sexual arousal.
Paris in the Springtime: a time for lovers and visitors to in-cosmetics!

Aphrodite was the goddess of love and beauty- a perfect subject for next year’s
in-cosmetics show which takes place in the romantic capital of the world: Paris. The
in-cosmetics show always takes place in April, the first month in the Roman calendar and named after Aphrodite. Next year’s in-cosmetics show in Paris promises to be a heady concoction.

Sex: a major trend
Sex has been a prevalent theme within the beauty and fashion industries for some years. Take almost any women’s magazine and you can be sure that the S-word will be emblazoned across the front cover.

Porno-chic is a trend which has been developed by several luxury brands, including Dior for its Addict ad campaign, whose daring sexual images broke with its haute couture tradition to speak to young 21st century women.

in-focus Aphrodisia will take up this red-hot theme and give it a modern spin with contributions from 15 cosmetic companies within an environment dedicated to the senses.

Cosmetics move from the functional to the sexual
During most of the 20th century, cosmetics have been about improving and perfecting our appearance, such as smoothing the lines on our face or refining the contours of the body. For many women, this represented an impossible ideal. By the mid 1990s, the focus began slowly shifting away from a cold, unreachable goal to one that is more realistic, about how we look and feel. Beauty brand Dove’s campaign for real beauty, in which it used ‘real” women, not idealised models, captured the mood perfectly.
Beauty products have also started to explore new, or long forgotten, dimensions, by tapping into the senses through interesting and playful textures, colours and fragrances.
Beauty has become more about pleasure and desire and less about striving for perfection. Our bodies are no longer just about how they look but also about the way we feel.
Beauty and sex: the Freudian connection
In Freudian theory, beauty has its roots in sexual excitement, relating to what is sexually stimulating. Beauty is the sublimation {in the Freudian meaning of the word} of sexual curiosity. By shifting the attention away from the sexual organs {which are said to be obscene, meaning “which cannot be seen”} beauty is the result of civilisation at work.

The erotic dimension of cosmetics: is skin still naked with two drops of perfume?
When Marilyn Monroe said she wore nothing in bed except Chanel No.5, the sexual connotations did not need explaining. And for millions of women, the cosmetics and fragrances they wear are more than just a part of their daily routine.

Beauty preparations are often invisible on the skin, yet the woman who wears them knows she is not completely naked. Cosmetics are essentially like a very fine, delicate veil with multiple and intricate purposes, not least being suggestive and leaving much to the imagination. Cosmetics may cover our nakedness, but also reveal the erotic side to our nature in a wholly sexual way.

Modern cosmetics draw on all the five senses
In Western culture, beauty is defined more clearly by what can be seen. Seeing or watching an object from a certain distance keeps the emotions in check without giving in to desire.
The new generation of sensorial cosmetics are bringing other senses into play: the pleasures of massage, the magic of sensuous fragrances and the taste of delicious textures are all reducing the distance between the subject and the object of beauty. Today’s beauty products are designed to seduce, which can be like playing with fire and should be treated with caution!
Cosmetics with an erotic dimension –the next big trend
Currently, the anti-ageing sector represents the fastest growing category in the industry today. However, innovation is becoming more difficult and costly in this area.
Cosmetics with an erotic dimension could very well be the next hot segment to develop. Although they are very close to the sensorial products of the wellbeing industry, erotic cosmetics could be characterised by their specific focus on beauty, rather than on wellbeing products and rituals.

Exploring the technologies and ingredients in the formulation of erotic cosmetics
The goal of in-focus Aphrodisia is not so much about following a trend, but to revisit and reinvent the erotic nature of cosmetics and reaffirm their function beyond the pursuit of wellbeing {through toiletries and spa} and health {through nutraceuticals and cosmeceuticals}.

Next April, more than 15 laboratories and exhibitors at in-cosmetics will explore the history and future of cosmetics in their relation to beauty, seduction and eroticism. Those taking part include Prod’Hyg, Noveon, Jan Dekker, Créations Couleur, LSN/Cognis, Croda, Solabia, Soliance, L’Institut du Monoï, RAHN AG, Eckart, Expanscience, Lessonia and Cosmetochem.

Some of the themes include:

The awakening of the five senses through fragrance, colours and textures

Sexy erotic recipes providing a natural history of desire

Formulating the molecules of pleasure and desire through the exploration of neuro-chemistry

Enhancing sexual performance!

From the ancient knowledge of erotic plants to the sophistication of past and modern Boudoir rituals, from the art of formulating sensuous products to enhancing new performance actives, in-focus Aphrodisia invite you to a unique exhibition designed to inspire, highlight new concepts and ideas and give free reign to creativity.