World Water Day 2022, a source of liquid beauty to be preserved

The water is the new luxury. Definitely, given that by 2025 the World Wildlife Fund, the research firm Mintel, estimates a severe shortage. Vivienne Rudd, Director of Global Insight & Innovation Mintel, identified precisely inwater one of the four key trends destined to influence the beauty industry and personal care over the next decade.

World Water Day 2022

For this reason, on the World Day dedicated to this more than precious good, which falls every year on March 22, we not only want celebrate it as a source of life, but also of beauty (beauty + well-being). At present 785 million people do not have safe drinking water and 2 billion people do not have access to basic sanitation. The wild exploitation of water sources by humans can lead to a real disaster: it is believed that by 2050 51% of the population and 46% of global GDP will be at risk of water. For the 2022 edition of Water World Day the theme chosen by UN-Water, an organization headed by the United Nations, is «Groundwater – making the invisible visible“. Groundwater is invisible, but its impact is visible everywhere. Out of sight, under our feet, the aquifers are a hidden treasure that enriches our life. With the increasingly worrying scenario of climate change, groundwater will be increasingly critical and therefore we must work together to manage this precious resource in a sustainable way.

Water rhymes with beauty

Just as water is fundamental in the soil with its load and mineral elements, so and in the same way it is for our body, both from the point of view of well-being and from an aesthetic point of view. More and more at the center of the formulations of new skincare treatments and in symbiosis with products of natural origin, which from juices and drinks transfer their nourishing and protective power to creams and serums, water is essential for the skin and organism as it makes up 75% of the whole body. Asians are well aware of this, who for centuries have put water at the center of their beauty rituals, starting with waters enriched with rice and plant extracts, included in the routine of layering as a moment of indispensable hydration between make-up removal and treatment and ancestors of the modern ones cosmetic water.

Basically lotions and micro-essence that are a hybrid between tonic and serum, designed to “quench” the skin from the outside to restore its internal balance, such as nutrition. It turns out therefore It is essential to use a skin routine capable of providing a good level of hydration, avoiding the loss of water at the surface level. Here then is where this substance becomes protagonist of the beauty news in these months preceding the summer, becoming not only a source of health and life, but also a frontier in the new skincare.

Not just leather though, because i benefits of water also concern something else. Nails and hair, for example, they receive a plus of beauty: it has been proven that both are stronger and more resistant where there is an adequate supply of liquids. What about cellulite? Drinking a lot is important if we want to prevent or at least slow down its development. A lot of circulating water allows, in fact, a correct functioning of diuresis, this means that the liquids do not stagnate and that the sense of swelling and the appearance of skin imperfections are consequently less.

Beauty initiatives

The importance of water at 360 ° is underlined by cosmetic and wellness companies also through actions and initiatives. Starting with Water for Life, Giorgio Armani’s global clean water initiative, which reaffirms its commitment to safe water as climate change increases the pressure on this essential natural resource. This initiative focuses on providing universal access to safe water in water-scarce regions. Launched in 2010, the same year in which the United Nations recognized the right to water and sanitation as a right of humanity, Water for Life has since become a commitment of the brand.

To date, Acqua for Life has resulted in an investment of over 12 million euros in projects dedicated to water around the world. This has made it possible to bring clean water to over 437,000 people in 21 countries on three continents. In recent years, well-known photographer Viviane Sassen has visited Madagascar and Nepal to immortalize the Acqua for Life projects with her strategic partner WaterAid. From her visits, she has made a film and images that convey the transformative impact that clean water has on the daily life of local communities.

Acqua for Life started 2022 with nine active projects (in India, Madagascar, Malawi, Nicaragua, Tanzania, Uganda and Zimbabwe), which include two new projects in Kenya and South Africa. «Water is perhaps the element to which I feel closest. For me, water represents life and regeneration, but also calm and serenity. Access to clean water is undoubtedly one of the greatest challenges of the 21st century », has always declared Giorgio Armani himself.

In conjunction with World Water Day, Alama Professional, which has always been at the forefront of safeguarding the planet we live in, also launches the Dry Shampoo of the new ZERO STRESS line. Its special formula with activated vegetable charcoal allows you to gently revive and cleanse the hair without using water.

While air up, a young German start-up that has revolutionized the way of drinking water, presents its new special campaign in support of the all-profit organization Viva con Agua with the aim of building wells in Ethiopia to make procurement more accessible The charity campaign is active until 23 March: for each product purchased on the brand’s e-commerce site, 1 euro will be donated to the cause and the company is committed to being able to collect 100,000 euro for the donation.

In short, the International Water Day wants to be a moment of discussion that involves all of us, to raise awareness and promote a more sustainable lifestyle, to impact less on the environment with the aim of preserving the limited resources we have. And, of course, to keep us healthy inside and out.

In the gallery all the water-friendly or environmentally friendly products, to start a water-based beauty routine with a refreshing plus, perfect for the summer just begun.

Other Vanity Fair stories that may interest you:

-Gold, the precious ingredient that illuminates the skin
-Stubborn bearings: how to remove them without a scalpel
– ReBorn method to eliminate «culotte de cheval» and other adiposities