I’ve just come back from a couple of days in Paris (just outside) at the L’Oreal Paris Labs, opened for the very first time for journalists and social media sites. I have got one great big long post still in my head about the trip because there is so much to say about it, but the second I saw the L’Oreal Paris UV Perfect City Mist I could not wait to write about it.
As you might guess from the packaging, this is an Asia only product – at the moment. The very fine mist UV sprays are definitely a trend (Bioderma’s is launching in the UK this year – it launched in France last year) aimed at incidental sun and pollution protection (as opposed to sun bathing). These formulas are testament to how far technology has come – think back only a few years when any kind of SPF was thick and gunky – to these misty waters that offer SPF30. It’s kind of incredible. So, a couple of things on the L’Oreal Paris UV Perfect City Mist – first, that it exists and second, the availability.
I don’t know of a country that is more embracing of Asian skin care trends than the UK so it’s a mystery that we are unlikely to see this until 2017 (I have tried to persuade for an earlier launch but who knows). Big beauty corporations have a very set way of thinking and a rigid way of doing things – there is literally no flexibility for stepping off schedule (and not because individuals don’t want it, but because from the get-go this had an Asian destiny so in practical terms, it needs re-packaging and slotting into a pre-determined launch schedule that has no room) and yet, here we are, a beauty market with an open mind and an eagerness to see and try new and exciting products. I don’t understand what they don’t understand about this!
These city mists are a THING! There will be a time when no beauty lover doesn’t have one in their handbag. Mark my words! On the major plus, it will come here eventually. I’ve tested it very perfunctorily – it’s quite perfumed and leaves a light layer of sheen on the skin – you can put it over your makeup or onto bare skin (PA rating is +++). The joy of it is in practical terms – a sunny lunch hour in the park where you can just spritz to top up for example – and it’s very light to just fling into your bag. L’Oreal Paris UV Perfect City Mist uses L’Oreal’s own Mexoryl sun filters (you can read more HERE) and while it does have a very slight ‘sunscreen’ feel to it, or maybe it’s the smell that reminds me of sun creams, it’s the future of pollution and UV protection.
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If you think, as I do, that the UK is open to new beauty technologies like this, and you’d like to see it launch earlier, please do leave me a comment and I’ll do my best to ensure that L’Oreal sees that we’re waiting!
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