 In an exclusive interview with Ms. Elizabeth Hill, Egma’s Business Unit Manager for Eye Care, talks all about the Middle East launch of breakthrough products of Dermalook, the brand that defines ultimate solutions in optical cosmetics
Over the years, cosmetologist Juan Manzano dedicated to the research and development of new cosmetic formulas exclusively containing ingredients that offer the user ocular health benefits. In Barcelona in 2006, he successfully founded Dermalook Optical Cosmetics, the world's first line of cosmetic products created exclusively for ophthalmological healthcare, also referred to as optical cosmetics.
Ms. Elizabeth Hill, EGMA’s Business Unit Manager for Eye Care explained, “Other than a brand, Dermalook is a project that aims to offer solutions to a series of needs not yet attended to, or partially attended to in the field of cosmetics. The company's philosophy is to avoid the use of any preservatives, emulsions, artificial colourings, perfumes while favouring active ingredients from prime sources in their formulas.”
Moreover, this project introduces a completely new and unique variation of distributing cosmetics. Dermalook is the first brand to be sold exclusively in optical stores and specialised ophthalmological clinics.
Dermalook’s one-of-its-kind optical cosmetics are now growing from Spain to the Middle East as EGMA, the leading giant in the optical industry in the region, takes the role of being the Agent for Dermalook across Middle East, North Africa, South Africa, Pacific Islands and India.
And, we asked why EGMA initiate such a step in introducing optical cosmetics in this market, she answered, “At EGMA we always strive towards success, whether it is customer service based or a new business venture. Particularly with Dermalook we saw an opportunity to bring something innovative to the market. It creates a new category in Optical and Eye care stores, the same as sunglasses and contact lenses. This category capitalises on the consumer base, increasing the value per customer and generating additional income, without taking away from anything existing in the stores.”
Dermalook has the competitive advantage in being the world's first range of optical cosmetic and creator of 100% organic medical cosmetic products that are designed to preserve the natural equilibrium of the eyes, not cause any eye irritation, allergies or redness. As of the moment, Dermalook has five product ranges wherein three product ranges are now in the market and two of which will be introduced later this year. According to Ms. Hill, these products include Eyeliner, Soft Silicon Mascara and Butterfly Mascara.
The hypoallergenic eyeliner is specially formulated for those with any type of sensitivity allergies. It contains cocoglycerides, a vegetable based ingredient that does not irritate the ocular mucus and achieves an intense, long lasting colour application, giving a beautiful gaze that will not harm the eyes. The eyeliner comes in three colours: black, blue and brown.
On the other hand, the Soft Silicon Mascara is natural and hypoallergenic mascara that has been developed with natural waxes and silicon. Some brands
use rayon or nylon fibres to thicken their formulas, but when these mascaras dry, the normal friction can cause residues to dislodge and fall into eyes resulting in irritation and itchiness and damaging contact lenses if worn. Dermalook's Soft Silicon Mascara clings to the eyelash without falling off for hours, giving a unique feeling of comfort and cleanliness. It contains chamomile, Panthenol and Vitamin E to soften, protect and promote lashes’ longer life.
Whereas, the Butterfly Mascara is X-tra Volume mascara that gives lashes three times more volume than the natural-effect mascara. It has the same formula used in Soft Silicon Mascara but with added density and with incorporated latex brush that
applied the product in a professional manner, giving lashes a spectacular look, three times more volume and three times healthier.
Ms. Hill revealed that later this year he products that are coming are Shadow and Crystal. Dermalook offers new hypoallergenic eye shadow collection that makes consumers feel beautiful while caring for the eyes. Made of Argan Oil, its creamy texture is easy to apply, forming a fine film of colour with a superior coverage that lasts long. It provides maximum moisturising of the eyelid area and, slows the eyelids aging process. This product has comfortable adherence in all skin types.
Crystal, a hair-loss treatment mascara containing Keravis, is a powerful fortifying agent that helps regenerate and nourish eyelashes helping them become stronger and thicker in just a few weeks. Keravis is an active ingredient that reinforces, lubricates and protects lashes from inside out. This mascara is clear when applied, providing fresh and bright way to define eyelashes with a natural look and takes treatment cosmetics and ocular health one step further without leaving beauty by the wayside.
With Dermalook’s ranges that are designed for all females with sensitive eyes and for those who wear contact lenses, women have found the right products to pamper their eyes whilst looking beautiful. As Ms. Hill put it, “Healthy eyes are beautiful eyes.”
All products by Dermalook are Ophtalmologically and Dermatologically tested in the leading research institutes in Europe EVIC Hispania and Instituto Barraquer. Dermalook is now exclusively available in Optical and Eye Care centers.
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