Emerging TREND ALERT: Watery Mythological Muses

Throughout history, extraordinary myths involving deities, mystical creatures and elemental spirits have all celebrated the the emotional power of water. An element now endangered by climate changes and pollution, water is precious and revered, the cause of war, and the focus of stories which have long accompanied and influenced our collective psyche and evolution. Water carries the creative potential for transformation, both physical and spiritual - and Gaia, Venus, Athena, Adonis, Sirens, Narcissus, Ophelia, Fauns, Nymphs, Medusa and Calypso will all be helping bridge the imaginary with the physical in Summer 2011 & byond.

The spiritual and the scientific recently merged in Mythological Muses, a trend presentation by Emmanuelle Linard of Edelkoort Inc. who pointed out that the beauty and health sectors will be increasingly influenced by water, in particular funded scientific research which focuses on water preservation, cleansing and use, and understanding how its chemical and physical properties impact our lives.

How will the water concept affect beauty products, particularly ingredients, textures and packaging?

Emmanuelle Linard: The purity of water will inspire clear packaging and honesty into our brand messages. All aspects of water, mist, fog, mud and more will be derived into water spectrum colors, liquid textures and multi-layered packaging. Water formations such as natural springs, rivers, cascades, ocean, rainforest or coral reefs will be geographical references to search for lifestyle and ingredients to replenish our beauty products. The benefits of fresh and sea water will be used in our formulas. The scientific aspect of H2O will be a major inspiration for formulas and communication.

How will how the “Mythological Muses” translate into specific beauty trends and looks for Spring/Summer 2011 & beyond?
EL: We need fantasy to accompany our scientific needs of water-related products. Mythological characters connected with water have naturally inspired Trend Union to express the magic of our beauty looks; goddesses, nymphs, fauns, mythical creatures of all water stories will stimulate us to become more beautiful.

What are they key makeup looks & colors to watch for?
EL: Pale, tender and fresh pastels for a young look; liquid greys and metal for high seduction; dark shadows for a mysterious look.

What particular facial features will be accented?
EL: Mirrors of the soul: there is a strong focus on eyes for this season.

How about hair trends?
EL: Mythological muses will inspire three types of hair looks: The mermaid, with soft flowing and floating styles for long hair, the romantic fairy, with blurry and frizzy styles, and short and wild to roar in 21st century bobs.

And fragrance?
EL: Fragrances will be clean, pure and mono-ingredient, but also sensual and heady.