With 11 years' experience behind it, Nature is Future is the fruit of close collaboration between scientists, specialists in cutting-edge phytotherapy, and beauty professionals (beauticians, spa managers, etc.). To adapt to the expectations of its partners, Nature is Future has adopted a new brand image and reaffirmed its identity as a professional organic cosmetics brand for beauty salons and spas. With reworked formulas, a revisited olfactory universe and high-tech textures, Nature is Future takes a high-end turn and returns to its fundamentals: offering skin the very best of plants thanks to science.
Nature is Future now includes 21 face and body care products - developed exclusively for partner institutes and spas - and 14 products for the home, to extend the effectiveness of professional care into everyday use. A further 11 skincare products will be added to the range by 2024.
A brand co-constructed with healthcare professionals
The redesign of the Nature is Future brand was carried out with the support of beauty experts to better target user expectations, whether in terms of textures, fragrances or effectiveness. Thanks to their feedback, the brand was able to reinvent itself for greater efficiency.
"Since the launch of the brand, we've been working closely with beauty salons. As experts in skin care, passionate about well-being and driven by their profession, beauticians are in the best position to provide us with concrete feedback on the ground, to help us propose appropriate solutions. In fact, despite being seduced by the quality of our products, some users no longer identified with the brand universe. At their request, we decided to go back to the basics of Nature is Future to create a unique universe reflecting this DNA. We therefore simplified product names, gave greater prominence to our flagship active ingredients and refocused our offer on 2 ranges, body and face, for greater clarity".says Régis Saladin, founder of Nature is Future.
A redesigned olfactory map
Naturality, efficacy and sensoriality are the watchwords of the Nature is Future brand, which relies above all on a scientific approach to offer products with impeccable processes. Indeed, Nature is Future is the only range of organic cosmetics developed by a scientific research laboratory that sets the standard as a supplier of natural active ingredients for internationally renowned brands.
The textures and technical features of the products remain unchanged. However, the formulas contain higher concentrations of active ingredients for improved efficiency. In addition, the olfactory universe has been completely revisited to create a new spa and well-being signature. Designed by a French perfumery house, the new, all-natural fragrances are bolder, blending enveloping floral notes with sparkling citrus, enriched by a hint of amber.
Streamlined packaging
In line with its new positioning, Nature is Future has redesigned all its packaging. First of all, the brand's visual identity has been completely rethought, right down to the product names. The logo, elegant and timeless like a hyphen between the brand's past and future, reflects this new "spa and well-being" signature. Its pared-down graphic universe - green for the face range and quartz for the body range - refocuses the message on the efficacy of the products and reflects the brand's DNA of cutting-edge phytotherapy.
In addition, user feedback showed that certain formats were not always suitable for use in the field. As a result, most of the containers intended for institutes and spas have been replaced by pump bottles, which are more commonly used in cabins.
Finally, as part of an eco-design approach, plastic has been replaced by biophotonic glass, made in Europe and recyclable. Biophotonic glass protects against the harmful effects of light and prolongs product shelf life. In addition, the new cases are printed by an Imprim'vert-certified French printer on mixed Italian paper (PEFC wood fiber/recycled paper/cotton).
Eleven additional care products
To meet the expectations of beauty professionals, eight new products will be added to the Nature is Future ranges in 2023. In the face range, biphase make-up remover will be replaced by make-up remover oil, and micellar water by cleansing lotion. A purifying mask will also be launched in September. Three massage oils (flowery oil, relaxing oil and toning oil), a gourmet oil and a slimming serum will be unveiled in the body range. An alginate mask, a facial cleansing gel and a body scrub should also be available by 2024.
