With the arrival of the cold and dry climate, the brands Lancôme and Yves Saint Laurent Beauté show how to adapt the makeup and its colors to contrast skin, eyes and mouth this season. In the most dramatic and sophisticated season of the year, low temperatures call for a striking, intense and daring look, neutral and earthy tones seek to contrast in harmony with the cold and dry climate of the time. With that in mind, makeup artists Pri Luna, national make-up artist from Lancôme, and Gabriel Diniz, make-up artist from Yves Saint Laurent Beauté, gathered some product tips to bet on makeup trends and make the moment more luxurious and fashionista, following the steps below: According to Pri Luna, national make-up artist from Lancôme, for autumn and winter, the bet is on earthy looks deep in the eyes with the 24H Drama Liqui-Pencil and Le Stylo Waterproof products, as well as on the lips with the collection of L'Absolu Rouge lipsticks. This season you can expect all eyes and all mouths, that is, more dramatic looks in shades of coffee, bronze, copper and wine. The look is: the Le Stylo Waterproof eye pencil in color #03 Chocolate close to the upper and lower lashes, blending to work as a colored primer for the eyeshadow that will come next with the Hypnôse Palette eyeshadow palette in color #17 GoldenKaki. Finish the eyes with the Lash Idôle mascara. On the lips, the bet is the new L'Absolu Rouge Drama Matte in the color #MademoiselleLupita, a deep wine that will bring intensity and sophistication, perfect for a fashionista autumn look. As for Gabriel Diniz, make-up artist by Yves Saint Laurent Beauté, the bet is on a lot of fresh and smooth skin. And, to recreate the perfect skin, the tip is to use the Touche Éclat Le Teint Foundation family that in combination with the Touche Éclat Illuminating Pen, create a naturally luminous and breathable skin. In the eyes, the smoky remains and the classic eyeliner remains a strong trend. For this, the Dessin du Regard eyeliner pencil is used, which, in addition to being highly pigmented, is soft and easy to apply or blend. To finish the look with marked lips, the bet is on striking colors, such as color #18 of the Rouge Pur Couture The Slim line that will enhance the lips with its pigmentation and intense fixation.

A few days before Valentine's Day, in June, the brand warms up São Paulo by attracting the eyes of those who pass by the flagship store through a technological manifesto Calvin Klein flagship on Oscar Freire street Demonstrating has never been as essential as it is today. Between May and June, using a QR Code, Calvin Klein invites the passing public to take time out of their routine to immerse themselves in a sensorial proposal and maintains an innovative role in its flagship, in São Paulo, in one of the most sought after addresses. and busy in the midst of Valentine's Day meetings. Founded in 2018, the flagship is known in the region for its attractive cut-outs, giant-sized images in the store's internal architecture, which come to life in a unique way for those who walk along one of the most frequented stretches of the road. This time, the sensory experience will attract even more curious eyes in a new integration between the virtual environment, full of hearts, and the physical world, through the camera of cell phones and tablets. "Today, more than ever, the experience at the time of purchase has become something essential", says Ana Brandão, vice president of Calvin Klein in Brazil, and adds: "The enchantment and involvement of the customer with the brand, especially in this post isolation moment, are great differentials, especially with the return of in-person shopping." The project was created by the intelligence and creative company for retail, Vimer Retail Experience, which uses augmented reality as one of the main bets between various technologies capable of expanding the experiential atmosphere of physical stores. A recent study by MarketsandMarkets points out that by 2025, the augmented reality market is expected to reach 77 billion dollars. For Camila Salek, founding partner of Vimer, this activation reflects the use of technology as a means to create interactive, fun narratives capable of engaging the consumer. “In several projects that we have already developed with Calvin Klein, we talk about love as a feeling that unites, frees and expands. This expansive manifesto is the center of this project, which makes this feeling reverberate in a playful way, being able to touch the consumer and fill the space.”, he comments.