Final test: вспоминаем главные бьюти-события 2024 года в квизе

T

Подводим итоги уходящего года и вспоминаем самое важное из случившегося в индустрии красоты за последние 12 месяцев. В формате квиза (чтобы процесс был наиболее увлекательным) повторим все пройденное за 2024-й, а после — приподнимем завесу тайны над тем, что нам сулит 2025-й.

!

КАК ПРОХОДИТЬ ТЕСТ:

- выберите вариант ответа, который считаете правильным;

- кликните на карточку справа, чтобы узнать верный ответ.

1

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Одно из главных модных событий года — показ Maison Margiela couture весна-лето 2024 и макияж куклы Пэт Макграт. Самое время освежить в памяти: микс каких продуктов помог создать стеклянный эффект?

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 1)

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 2)

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 3)

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Тональная основа и хайлайтер

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Тональная основа и хайлайтер

Стекло для макияжа и шиммеры

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ОТВЕТ

После шоу Пэт Макграт вышла в прямой эфир, где рассказала, что в восемь слоев наносила смесь из воды и четырех отшелушивающих масок: пленку Que Bella, отслаивающуюся с календулой Proot и огуречную Freeman Beauty, а также Clear Gloss Skin Illustrator. Фиксировали «конструкцию» с помощью аэрографа.

Вода и четыре отшелушивающих маски

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Праймер и спрей-фиксатор для макияжа с блестками

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Праймер и спрей-фиксатор для макияжа с блестками

2

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После того как Сабрина Карпентер выпустила клип на песню «PLEASE PLEASE PLEASE», рядом с бальзамом для губ этого бренда появилась плашка sold out. Продукт какой марки использовала исполнительница?

Estée Lauder

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 4)

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Prada

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Gucci

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ОТВЕТ

Сабрина Карпентер — та самая Prada-girl, которая в конце сентября стала амбассадором бьюти-направления марки.

Miu Miu

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3

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Этот тренд уже получил более 96 миллионов просмотров в TikTok. По сюжету все просто — блогеры рассказывают о бьюти-рутине перед сном: одни накручивают волосы на длинные мягкие бигуди, другие наносят маски на лицо, губы и идут спать в такой «комплектации». Как называется это явление?

The Morning Shed

Glass Skin

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The Morning Shed

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Сlean Girl Bun

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Goddess Energy Aesthetic

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 5)

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

ОТВЕТ

Под хештегом The Morning Shed в социальных сетях можно найти ролики девушек, которые в стремлении сделать сон более качественным используют утяжеленные одеяла, маски для рта, глаз и шеи, расширители носа, большие бигуди, шапочки и другие принадлежности. Все ради того, чтобы сделать утреннюю бьюти-рутину проще (однако мы всецело тренду не доверяем).

4

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Общее число париков и других аксессуаров для волос в этом фильме составило 3 500. Как называется проект?

«Субстанция»

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«Мегаполис»

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«Джокер: Безумие на двоих»

«Злая: Сказка о ведьме Запада»

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«Джокер: Безумие на двоих»

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 6)

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Ответ

Каждый герой фильма «Злая: Сказка о ведьме Запада» носит парик и другие накладки для волос — всего было подготовлено более 3 500 экземпляров. По словам визажиста и парикмахера Фрэнсис Хэннон, только персонаж Арианы Гранде сменил 12 аксессуаров за все время съемок.

5

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В конце года инфлюенсер выпустила очередную новинку собственного бренда — шиммерный бальзам с ароматом корицы, в унисон которому сразу же появились соответствующие идеи макияжей и маникюра. Кто же стоит во главе новоиспеченного тренда?

Рианна

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Селена Гомес

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Хейли Бибер

{"points":[{"id":4,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":6,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":5,"properties":{"duration":0.1,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Белла Хадид

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 7)

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ОТВЕТ

В день своего рождения Хейли Бибер — основательница Rhode — выпустила бальзам для губ, вдохновленный рождественскими булочками с корицей. Cinnamon Roll обладает темно-карамельным оттенком и «сахарным» переливающимся финишем.

6

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Зафиксируем 2024-й и возвращением Беллы Хадид — только не в качестве подиумной модели (да, о громких исключениях в виде Saint Laurent и Victoria’s Secret помним), а в роли основательницы марки Orebella. Кстати, а как звучит слоган проекта?

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 8)

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

The skin of individuality

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A fragrance as rare as you

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Reveal your alchemy

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ОТВЕТ

В 2023 году Белла приостановила модельную карьеру и посвятила себя собственной компании. В первом тизере, который вышел в мае, мы услышали слоган Reveal your alchemy. Название Orebella в английском созвучно Aura и отсылает к фамилии Хадид, что в переводе с арабского — «железо».

Embody your own olfactory journey

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7

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Sephora Kids — еще одна бьюти-тенденция, которая, в отличие от других, вызывает множество опасений. Что нам известно об этом явлении?

Завирусившиеся видео, в которых дети разносят магазины косметики: ломают тестеры с тональными кремами, портят пробники теней и ругаются с консультантами

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 9)

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Это новое направление сети магазинов Sephora, в котором представлена косметика для самых юных клиенток

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ОТВЕТ

Да, все ответы (кроме первого) можно отнести к движению Sephora Kids, в котором школьницы показывают, как красятся в школу, бегают между стендами с косметикой и даже рассказывают об опыте использования ретинола. Представители более старших поколений видят в движении не просто тренд, а серьезную проблему, которую нельзя оставлять без внимания.

Все намного проще: Sephora Kids — дети школьного возраста, которые сильно увлекаются косметикой

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Так называют ролики в TikTok, в которых 7- и 10-летние девочки снимают Get Ready With Me

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8

{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":0,"y":1,"z":0,"opacity":1,"scaleX":1.25,"scaleY":1.25,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":50,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Этот тренд мы наблюдали на миланских и парижских подиумах — на шоу сезона весна-лето 2025 Sandy Liang, All-in и Chopova Lowena, а после — на показе Ushatava осень-зима 2025. Так какое же бьюти-средство вновь оказалось в топе?

ярко-розовая помада цвета жвачки

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сводные тату на теле

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алые румяна

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алые румяна

цветная тушь

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 10)

ОТВЕТ

Цвет жвачки был популярен еще в конце нулевых — его носили Пэрис Хилтон, Ким Кардашьян, Ксения Собчак и многие другие it-girls. Однако спустя время неоново-розовые губы надоели модницам, и они заключили, что оттенок на самом деле мало кого красит. На последних Неделях моды отметили, что продукт медленно, но верно возвращается.

9

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Один из первых выходов Марка Джейкобса с ультрадлинными накладными ногтями выпал на Met Gala — 2024. Вопрос со звездочкой: какого цвета стразы были в маникюре дизайнера?

синие

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красные

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зеленые

{"points":[{"id":4,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":6,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":5,"properties":{"duration":0.1,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

черные

{"points":[{"id":4,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":6,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":5,"properties":{"duration":0.1,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

ОТВЕТ

Марк Джейкобс вышел с накладными ногтями размера 3XL, которые были украшены зелеными стразами. «Я получаю огромное удовольствие, когда наряжаюсь и самовыражаюсь. Это большая радость в моей головоломке», — сказал тогда дизайнер.

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 11)

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{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

10

{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":0,"y":1,"z":0,"opacity":1,"scaleX":1.25,"scaleY":1.25,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":50,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Вся индустрия помнит, что Рианна сменила Шарлиз Терон на посту амбассадора Dior J’adore. В дебютном для нового посла ролике есть отсылки к рекламой кампании, в которой под песню Gossip «Heavy Cross» на Шарлиз обращают внимание Грейс Келли, Марлен Дитрих и Мэрилин Монро. Кто выступил режиссером новоиспеченного видео?

{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 12)

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Лука Гуаданьино

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Стивен Кляйн

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Надя Ли Коэн

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Надя Ли Коэн

Патрик Демаршелье

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ОТВЕТ

В рекламном ролике авторства Стивена Кляйна, который сопровождается треком исполнительницы «Love on the Brain», мы увидели панораму Версальского дворца и знаменитую Зеркальную галерею.

11

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Эта стрижка — главный тренд года. Вначале ее сделала Джиджи Хадид, после — Селена Гомес, Натали Портман и другие селебрити.

Боб

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Stevie cut

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Ультракороткая челка

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Mouse haircut

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Mouse haircut

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 13)

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ОТВЕТ

Стилист по волосам Крис Макмиллан в марте этого года полностью сменил имидж Джиджи Хадид и выбрал для модели, которая до этого носила длинные локоны, ультрамодный боб. Позже к девушке присоединились Сидни Суини, Эль Фаннинг, Натали Портман и многие другие.

12

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Первый бренд, рекламная кампания которого появилась на самом большом в мире LED-экране The Sphere в Лас-Вегасе?

Louis Vuitton

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Louis Vuitton

Versace

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Chanel

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Dior

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Dior

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 14)

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ОТВЕТ

Рекламная кампания лимитированной версии духов Chanel N°5 L’Eau транслировалась на самом большом в мире сферическом здании под названием «Сфера» в июне 2024-го. Французский дом — первый косметический бренд, разместивший ролик на этом месте.

13

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В 2019-м Celine перезапустил парфюмерную линию и представил первый аромат более чем за 50 лет. В прошлом же году бренд анонсировал расширение бьюти-направления — линию декоративной косметики. Дебютная коллекция поступит в продажу уже в январе 2025-го, однако в этом сентября марка показала один из продуктов. Что это было?

помада Le Rouge Triomphe

Палетка Mood Shadow

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Атласная помада в оттенке Le Rouge Triomphe

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Палетка Mood Shadow

Румяна Matte Blush

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Тушь Lash Genie

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Тушь Lash Genie

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Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 15)

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ОТВЕТ

Действительно, Celine показал рекламную кампанию под названием La Collection de L’Arc de Triomphe, в которой все модели носили атласную помаду La Peau Nue в оттенке Rose Naturel.

14

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Для российской визажистки Фаризы Родригез 2024-й оказался прорывным. Она стояла во главе бьюти-составляющей показов Rogov, Ushatavа, давала интервью Мадонне Мур, делала макияж для октябрьского номера зарубежного журнала. Давайте вспомним, с каким именно изданием сотрудничала мейкап-артистка?

Vogue Czechoslovakia

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Vogue Czechoslovakia

Harper's Bazaar Serbia

{"points":[{"id":4,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":6,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":5,"properties":{"duration":0.1,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Vogue Portugal

Vogue Türkiye

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Vogue Portugal

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{"points":[{"id":43,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":45,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":44,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 16)

{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

ОТВЕТ

За октябрьскую обложку Vogue Portugal с моделью Лизой Останиной отвечала полностью российская команда из фотографа Абдулла Артуева, стилистки Вики Салават, визажиста Фаризы Родригез и парикмахера Димы Абрамовича.

15

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В августе 2024-го этот бренд объявил о запуске парфюмерной коллекции. В нее вошли восемь ароматов: некоторые из них новые, а остальные — переосмысление архивов марки. К запуску направления отсылала и одежда, в которой вышли модели на показе весна-лето 2025, — изделия визуально повторяли силуэты флаконов. Назовите этот бренд.

Miu Miu

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Etro

{"points":[{"id":4,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":6,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}}],"steps":[{"id":5,"properties":{"duration":0.1,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Etro

Coperni

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Balmain

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{"points":[{"id":46,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":48,"properties":{"x":0,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":47,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

{"points":[{"id":1,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":3,"properties":{"x":-1,"y":0,"z":0,"opacity":0,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":74,"rotationZ":0}}],"steps":[{"id":2,"properties":{"duration":0.4,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

Final test: вспоминаем главные бьюти-события 2024 года в квизе (фото 17)

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ОТВЕТ

Креативный директор Balmain Оливье Рустен считает, что возвращение к парфюмерной линии поможет укрепить ДНК бренда: марка открылась в 1945 году, а уже в 1946-м вышел первый аромат Elysées 64-83.

А что ждать от 2025-го?

Если вы понимаете, что прошли квиз на слабую тройку, советуем сделать работу над ошибками и освежить в памяти все упущенное. А для тех, кто сдал итоговый тест на отлично и хорошо, рассказываем о бьюти-тенденциях, за которыми точно стоит следить в грядущем году. Среди них — внедрение искусственного интеллекта (разумеется), увеличение ориентации на личные запросы клиента и рост популярности осознанного потребления.

В центре внимания — пользователь

Мы уже видим большой сдвиг от универсального подхода к персонализированному. Например, приложение Hair Analysis, которое по снимку волос и на основе сканирования может определить ваши проблемы и предложить индивидуальные рекомендации по уходу. И это только один из громких примеров.

Тренд на омоложение

Индустрия красоты продолжит «молодиться» и искать способы продлить жизнь. Думаем, вы слышали о продуктах на основе NAD+: эти молекулы играют ключевую роль в клеточной энергетике и восстановлении тканей. Vogue Business, к слову, рапортует, что количество запросов об этом «эликсире молодости» в грядущем году увеличится на 10%. Признаемся, пока относимся к трендовым капельницам с опаской, ведь серьезных работ об их влиянии на организм нет. Берем на карандаш и эту тенденцию.

Меньше импульсивных покупок

Больше искусственного интеллекта

Машинные алгоритмы теперь участвуют не только в продвижении товара, разработке дизайна и контент-стратегии, но и в производстве новых формул. При этом в ближайшем году особенно популярными станут чат-боты, которые упростят наш шопинг. Модели продолжат обучаться на индивидуальных запросах и выдавать наиболее релевантные предложения. Задумайтесь: мы уже принимаем значительное участие в обучении ИИ — проходим короткие тесты о состоянии кожи и используем виртуальные примерки. Подробнее о них, а также о других случаях дружбы индустрии красоты и больших технологий рассказывали здесь.

«Длительная экономическая неопределенность привела к распространению новых норм расходов, поэтому мировая инфляция снизится до 4,2% к 2025 году. Теперь у нас развиваются другие привычки потребления — в частности, при покупке товаров из бьюти-категории. Согласитесь, мы привыкли радовать себя незапланированными тратами на косметику», — заключила команда аналитиков Euromonitor. В 2025-м покупатели будут все больше интересоваться составами средств, изучать ингредиенты, собственные предпочтения и, наконец, обращать внимание на соотношение цены и качества.

Поколение альфа как законодатели новых трендов

Дети, родившиеся после 2010 года, уже довольно опытные пользователи косметических маркетплейсов. И явление Sephora Kids, о котором мы говорили в квизе, однозначное тому подтверждение. Сотрудничество брендов и игровых платформ — вспомните совместные запуски Dior и Zepeto, Roblox и Elf — снова доказывают, что самые маленькие потребители имеют свое слово в индустрии.

Все еще худеем

Если вступали мы в 2024-й с мыслью, что бодипозитив победил и ведущие бренды наконец обратили внимание на инклюзивность, то в преддверии нового года расклад не кажется таким позитивным. Vogue Business подсчитал, что в 94,9% съемок сезона весна-лето 2025 снялись модели от XXS до S. Считайте сами количество представительниц размера плюс-сайз. Что это значит для индустрии красоты? На рынок выйдут усовершенствованные процедуры по подтяжке кожи, восстановлению ее тонуса и эластичности (разумеется, они предназначены для того, чтобы справиться с последствиями оземпика). Наберут популярность лифтинг-процедуры, массажи, и далее по списку.

Final test: вспоминаем главные бьюти-события 2024 года в квизе

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