cannes_2025_WEDNESDAY_ISSUE_DIGITAL

Mavala unveils fresh look and new focus on caring beauty T his year in Cannes, Mavala has unveiled a refreshed brand image that stays true to its iconic red colourway while embracing cleaner lines and a more modern visual identity. The brand’s evolution is centred on its core message –“beauty that cares” – which is brought to life through new display visuals and digital communications. The launch of Mavala’s latest innovation, an eyebrow serum, underlines this shift in focus towards targeted, effective care. Commenting on the brand’s transformation, CEO Doris Maute explained: “We thought it would be a good idea to step back and consider what we should do to be even better, and to also try to recruit a younger generation.” Maute added: “Although we’re known for our colour nail polishes, we wanted to focus more on care – especially for younger consumers – and think more about how to communicate with them emotionally.” Mavala’s updated communications now feature more people, reinforcing a human and relatable connection with its audience. This aligns with the brand’s broader positioning as a trustworthy and caring beauty brand. The timing is also significant. With the recent European ban on certain chemicals used in gel nail products, Mavala is spotlighting its long-standing commitment to nail health and product transparency – offering consumers safe, effective alternatives that prioritise the wellbeing of the nail bed. RivieraVillageRG16 LOEWE unveils exclusive Passion Fruit Coffee EDP C rafted exclusively for TFWA World Exhibition & Conference guests by LOEWE’s in-house perfumer Nuria Cruelles, Passion Fruit Coffee EDP is a one-of-a-kind olfactory experience. Part of the amber oriental family, the composition plays with layered intensity, contrasting the tart brightness of passion fruit and guava with the warmth and depth of roasted coffee. Presented in LOEWE’s iconic block-shaped flask, the perfume reflects the House’s distinctive codes of materiality and form, and is topped with a wengue wood cap. Wednesday 1 October 2025 44 T F W A D A I L Y