This is definitely the time of UMOs – Unidentified Marketing Objects – that keep appearing on the market to surprise people and create the buzz. M.A.C. Cosmetics recently contracted with Puma to launch a line of three sneakers in the colors of their most iconic lipsticks. On the famous Champs-Elysées, Pierre Hermé and L’Occitane’s common store celebrate the encounter of macarons and beauty. And recently, Clarins imagined a pop-up “healthy food truck” in association with the famous pastry Chef Christophe Michalak.

During several weeks, the food truck toured between Neuilly and the 17th arrondissement of Paris, offering a 14 euro-menu including a vegan super bowl, a drink inspired by Clarins and a creative desert imagined by the Chef (Kosmik coconut and mango…). All the superfood ingredients were present: quinoa, rice, avocado, pomegranate… Who’d resist healthy and delicious food for a beautiful skin?

That suddenly reminds us « Essensis », the cosmetic yoghurt imagined by Danone in 2007. There’s a time for every idea. Useless to arrive too early. Since then, cold-pressed juices have appeared, beauty and food share common interests (vegan, bio, Detox…) and the link between food and skin has been scientifically proved, or at least, is widely spread by the media. Urban people obsessed with wellness and anti-ageing love it. It also confirms that our society is entirely governed by food. Yesterday, intellectuals underlined the weight of fashion (its rules, its logics), but now food rules the world.

We saw food changing status when it became a lifestyle, like design and fashion. Today, food is invading the health and beauty continents. Having a beautiful skin, feeling good and more radiant thanks to the food we eat is a way to renew the “beauty experience”, that was a bit stuck between massages and make-up. It needed new promises to rekindle its desirability… Will Beautiful food replace Good food?