Whether for well-being or vanity, the need to take care of oneself from the body expands to involve the mind. There is no anymore a clear separation between needs and desires: there are needs, individual and global, cultural and environmental, artistic and aesthetic that must find spaces adequate, welcoming and timeless spaces. Or rather, from slowed down time.
It is a new hedonism , which can be expressed in a beauty bar that associates a coffee or, why not, a cocktail with facial treatments, or in ethereal places with a pure and ancestral aura where a radiant wellness therapy is staged.
But beauty is admirable if it is also responsible. Therefore, hair care is associated with - concrete - sustainable actions, promoted by visual and narrative phrases, concise and powerful.