TERRA X AYUNA

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What is purer than earth?
What is purer than skin?

"Just as your skin is the most¬†perfect, purest container of your¬†being, ceramics make the most¬†natural and respectful containers for¬†our formula‚ÄĚ

TERRA X AYUNA

TerraHM_Hero_TitleEN_2

What is purer than earth?
What is purer than skin?

"Just as your skin is the most¬†perfect, purest container of your¬†being, ceramics make the most¬†natural and respectful containers for¬†our formula‚ÄĚ

terra is the ultimate expression of Ayuna's ambition. This precious, coherent packaging, springing from the Earth itself, contains every milligram of the AYUNA less is beauty philosophy, cosmetics based on gratitude and respect for nature and responsibility towards sustainable cosmetics that are compatible with our environment. This all comes together in Terra, a 100% recyclable and biodegradable ceramic container, handcrafted entirely in Spain, which each season, as a limited edition, contains the very finest new cosmetic products.‚Ā†

An aura of a different kind surrounds the materials of yesteryear. Like the ceramics and clays from which shaving and ointment pots were made. Cosmetic reliquaries that have crossed the thresholds of time and have become the pinnacle of "neo-recycling". From the very beginning, Ayuna ‚ÄĘ Less is Beauty dreamed of a 100% sustainable container that would hold and preserve the advanced quality of its visionary formulas.

A clay container that, when empty, could literally be returned to the earth without causing any impact. But the packaging industry offered no such options: "You can’t do that with ceramics", so we had to come up with it ourselves! This was a challenge fraught with limitations, but it was a challenge that we never abandoned. And so Terra was born, a true design challenge, a cult object destined to pioneer the brand's most advanced creations, heralding its most luxurious yet ethical and sustainable range.

terra is the ultimate expression of Ayuna's ambition. This precious, coherent packaging, springing from the Earth itself, contains every milligram of the AYUNA less is beauty philosophy, cosmetics based on gratitude and respect for nature and responsibility towards sustainable cosmetics that are compatible with our environment. This all comes together in Terra, a 100% recyclable and biodegradable ceramic container, handcrafted entirely in Spain, which each season, as a limited edition, contains the very finest new cosmetic products.‚Ā†

An aura of a different kind surrounds the materials of yesteryear. Like the ceramics and clays from which shaving and ointment pots were made. Cosmetic reliquaries that have crossed the thresholds of time and have become the pinnacle of "neo-recycling". From the very beginning, Ayuna ‚ÄĘ Less is Beauty dreamed of a 100% sustainable container that would hold and preserve the advanced quality of its visionary formulas.

A clay container that, when empty, could literally be returned to the earth without causing any impact. But the packaging industry offered no such options: "You can’t do that with ceramics", so we had to come up with it ourselves! This was a challenge fraught with limitations, but it was a challenge that we never abandoned. And so Terra was born, a true design challenge, a cult object destined to pioneer the brand's most advanced creations, heralding its most luxurious yet ethical and sustainable range.

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The innovative formulations of AYUNA ‚ÄĘ Less is Beauty are based on the latest discoveries in epigenetics and the skin-brain-mind¬†connection, which guide the brand's vision. The efficacy of the products is achieved through the biotechnology of plant stem cell cultures, a paradigm of green processes with enormous creative potential.

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In 2019, the first terra, a 100% ceramic container was presented. A unique piece designed to glorify the most outstanding innovations of AYUNA less is beauty in a sustainable, respectful and sublime way.

In December 2020, Terra bella (coloured green) presented the benefits of Cannabis stem cells. These, by acting on the microbiota-skin-brain axis, provide the first ever product capable of increasing cutaneous oxytocin and activating brain areas associated with pleasure. The feedback was very positive and in 2021 the formula became AYUNA's standard as CREAM III, the richest texture in the cream range.

In December 2021, Terra viva (coloured black) introduced a nectar texture and a new 100% natural fragrance designed to connect inner vitality with the efficacy of Lithops (living stones) stem cell cultures, capable of activating cutaneous vitamin D production. The overwhelming success of the product ensured its introduction in the AYUNA catalogue as Nectar, the lightest texture in its range.

In November 2022, a new edition will be released. The creative vision behind the new edition of the Terra series was to develop a remedy that celebrates the universal liquids and their blue immensity, balancing the skin's fluids while mediating the skin's emotional stress. This season's ceramic container, as well as its content, is an intriguing cerulean blue, the shade used to represent the firmament and which also hints at the seas and oceans. AYUNA's new creation for Terra is Fluida. A plasma mask that activates the circulation, draining and tightening.

The innovative formulations of AYUNA ‚ÄĘ Less is Beauty are based on the latest discoveries in epigenetics and the skin-brain-mind¬†connection, which guide the brand's vision. The efficacy of the products is achieved through the biotechnology of plant stem cell cultures, a paradigm of green processes with enormous creative potential.

PROJECT GOALS

Making packaging a unique opportunity to explore different realities to those conventionally found in the cosmetics industry. Following this non-negotiable, exciting and heartfelt path, we envisioned new ideas, new forms and new solutions.

This is why the project development was conceptualised in three dimensions:

1 To push the packaging industry to new heights

  • create a container and box on ceramics and their delicacy
  • sustainable, clean and minimalist

2 To create a beautiful, artistic proposal

  • a¬†‚Äúcult item‚ÄĚ - a¬†collectible rather than disposable object
  • Educating consumers about reuse

3 Emotional marketing

  • a runway of innovation to¬†present iconic, ground-breaking¬†releases
  • support the strategic positioning of AYUNA less is beauty as a brand¬†that unites the values of neo-luxury

PROJECT GOALS

Making packaging a unique opportunity to explore different realities to those conventionally found in the cosmetics industry. Following this non-negotiable, exciting and heartfelt path, we envisioned new ideas, new forms and new solutions.

This is why the project development was conceptualised in three dimensions:

  • create a container and box on ceramics and their delicacy
  • sustainable, clean and minimalist
  • a¬†‚Äúcult item‚ÄĚ - a¬†collectible rather than disposable object
  • Educating consumers about reuse
  • a runway of innovation to¬†present iconic, ground-breaking¬†releases
  • support the strategic positioning of AYUNA less is beauty as a brand¬†that unites the values of neo-luxury
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Terra_HeadNovelty_EN

This project has posed numerous challenges that have been overcome thanks to the brand's firm commitment to making the strategic goals a reality and the joint collaboration of companies from very different fields, far removed from the cosmetics industry.

Today, Terra is a reality in the market: three editions have already been presented, each with its own specific innovation, and a fourth is in the pipeline.

All of the project's objectives have been achieved and as with all great challenges, just rewards have been reaped. Terra was awarded the "Zero Waste Innovation" prize at the Blue Beauty Awards, which honour brands and products from around the world whose innovations are positively impacting the environment. Thanks to Ayuna ‚ÄĘ Less is Beauty‚Äôs persistence when it comes to creating innovative, 100% sustainable and waste-free packaging, this handmade ceramic sculpture is now a reality and a wake-up call for the industry: yes, you can do it!

Through Terra, AYUNA - Less is Beauty introduces:

A. THE CONTAINER
creation of a completely ceramic cosmetic container

Ceramic containers traditionally used in the food industry are closed with an aluminium seal. A closure system far removed from the ceremonial and luxurious experience you would expect from a cosmetic that is more associated with a jar closed by a lid. Likewise, at present, there are some ceramic jars available on the market, but they are not 100% ceramic. None of the lids are ceramic, only plastic, and even the jar includes a plastic component, usually an inner sub-container to hold the cosmetic product. Also, in all cases, plastic or glass is used to create a thread. Therefore, although these solutions provide an external ceramic aesthetic, with its warmth and feeling of luxury, they are not truly sustainable or recyclable.

Terra has been collaboratively handcrafted in Manises (Valencia). Manises has a long tradition of ceramics and is the home of the Valencian Ceramics Association AVEC - Guild.  The company collaborating in the creation of Terra is a family-owned business with more than 40 years of experience, which focuses on ceramic products for the food and hospitality sectors, meaning that it complies with all the safety guarantees required for a cosmetic product. Over the course of the project, more than 12 different prototype versions were developed, with multiple adjustments made to the lid and jar to achieve a fully functional final design with aesthetics in line with our brand.

Multiple compatibility studies with different cosmetic formulations guided the validation of a design that would be effective for holding a cosmetic product, with the right seal and air tightness. Each test brought new adjustments and improvements.

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A. THE BOX
creating a suitable and sustainable transport box

Such a special container requires appropriate packaging to guarantee its integrity and total sustainability. For this reason, the box that houses the jar also plays an important role and is key to the complete user experience.

The project calls for a rethinking of the traditional box, drastically transforming it into a key element for protecting ceramic packaging. The creative team at Daniel Ross Design therefore proposed a new concept - a totally foldable box that can be assembled like origami.

The objectives to be achieved through the design are:

  • Safe transport of the ceramic container, under all transport conditions. It is essential to have a buffer chamber without compromising the quality of the product throughout the logistics cycle¬†(tested in different transport studies).
  • Selection of a sustainable material in line with the project, kraft corrugated cardboard that is recycled, recyclable and biodegradable.
  • Minimal materials, to reduce the environmental footprint: the design should exclude plastic or similar buffer materials.
  • No glue for the assembly as we seek harmony with nature. It is based on a fully foldable system that can be assembled origami-style to create a box and a lid that are completely adhesive-free.
  • No inks or decorations are included on the cardboard to ensure its recyclability, and the basic consumer information is arranged on a completely separate, thin strip of paper.
  • Creation of a fully reusable object once its original use has been fulfilled. The beauty and minimalism of the design make it attractive for reuse by the consumer.
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C. THE EMOTIONAL MARKETING STRATEGY
turning a consumable into a desirable collectible

With Terra, AYUNA ‚ÄĘ Less is Beauty has gone a step further in presenting a hot trend, taking inspiration from the fashion catwalks that only high-end brands can recreate. A unique piece designed as a¬†catwalk of the world‚Äôs emerging trends and novelties in the most luxurious way. This unique and special packaging is the natural evolution of the brand's desire to become the cosmetics of common sense, nature, respect, luxury and innovation, which is why we use this cult object as one of the company's marketing strategies.

An exceptional, distinctive element like Terra is the ideal showcase for the brand's most important innovations. As an artistic component in its own right, TERRA is the perfect way to enhance AYUNA's most special developments. The strategy proposes a collectible limited edition thanks to its differentiated colours and the innovative formula it contains; turning each edition into a cult item and a work of art.

Each launch is associated with an outreach strategy to key opinion leaders and the AYUNA community. Their feedback is collected and channelled into a co-creation process in which, once the market's interest in the product contained in Terra has been validated, the formula is introduced into the regular product collection.

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D. THE ENVIRONMENTAL IMPACT
a system for the cosmetic footprint

Packaging materials have a major impact on the environment. Since the creation of the AYUNA brand, our aim has been to reduce this footprint throughout a product's life cycle. And with Terra these principles are taken to the extreme, with natural, renewable, recycled, recyclable, biodegradable and reusable materials, maximising the circular economy.

REDUCING THE IMPACT OF THE PACKAGING

Terra harnesses ceramic stoneware, an ideal material for the circular economy. It is based on clay, an abundant raw material, 100% natural and with an environmentally friendly production process. It is then transformed, through a clean process involving only heat, enhancing its properties as a resistant, high quality and durable material. And the temperature required (1150¬ļC) is much lower than that required to produce glass (1500-1600¬ļC). The colour is the natural colour of the clay, no decorative elements, paints or varnishes are included. In addition, the life cycle of this packaging can involve:

  • indefinite re-use, for holding other objects or as a decorative element.
  • recycling; through a grinding process, it can be incorporated into the production of new ceramic objects, to which it confers resistance.
  • disposal; it does not pollute even if eventually disposed of, as it contains no additives and does not decompose or degrade. It is¬†reincorporated as its mineral elements without polluting water, soil or air.

REDUCING THE IMPACT OF THE BOX

Made entirely from recycled and fully recyclable FSC¬ģ kraft board. Its design also reduces the amount of material required, the final weight, and eliminates the need to incorporate superfluous filler or protective materials for transport. Finally, its sleek appearance makes it both decorative and useful for storing small objects.

REDUCING THE IMPACT OF THE FORMULA

All Ayuna formulas involve a careful selection of ingredients and processes to reduce their impact:

  • At source, thanks to renewable ingredients, obtained and produced using respectful processes, green chemistry, and local or¬†Mediterranean resources whenever possible.
  • When used, with ingredients that are free of components or impurities of concern for both humans and the environment.

The disruption of the innovations presented in Terra is based on the use of biotechnologically active ingredients designed and produced in Spain, in highly sustainable processes. Production is carried out in bioreactors with a 99% reduction over traditional field crops in terms of soil and water requirements, and minimising the carbon footprint.

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In addition to reducing the environmental impact, this project has significant socioeconomic benefits in five distinct areas:

  • Educating consumers on reuse as a fundamental action for reducing waste. To this end, AYUNA launched a social media campaign in¬†2021 that showed examples of how to give Terra a new life.
  • Influencing the industry in terms of moving towards creating¬†truly sustainable packaging material solutions. Terra is AYUNA's innovation¬†gateway, it is strategic and has the highest visibility within the brand's¬†launches, making it prominent in the media and underlining the fact that¬†it is possible to move beyond plastic, glass and aluminium packaging.
  • Supporting the employability of people with intellectual¬†disabilities, through collaboration with LaFACT (Factoria Social de Terrassa), where Terra's boxes are assembled entirely by hand, a totally¬†manual and artisanal process.
  • Promoting the cosmetics sector as an economic resource. Especially in the case of OCOBIAM, which focuses on products for¬†the hotel and catering industry, a sector that has suffered the direct consequences of the closure resulting from the COVID-19 pandemic.¬†In its processes, OCOBIAM has semi-mechanised the jar production by creating a device that enables reproducibility to be controlled.¬†CAPSEALING has demonstrated that its systems are valid for ceramic packaging, and Terra has be used as an example at trade fairs,¬†such as the 2021 edition of HISPACK.
  • Inspiring a cultural movement driven by beauty and cosmetics. The real consumer is not the individual per se, but the network¬†of real and symbolic relationships that they maintain. It can be understood, then, that it is not the individual choices of people that shape¬†collective taste, but rather the taste of certain collectives that determines individual choices, and this fact is linked to cultural patterns¬†that mould people's lifestyles

Financial, health and social crises precipitate changes that impact the way we select and purchase products; new values are emerging. In the case of Terra and other products with similar values, the significance of 'a better product' is linked to the impact that its development, manufacture and sale have on the planet as well as on people. In this respect, Terra not only integrates sustainability and traceability into its DNA, but it also promotes pleasurable experiences, adding sensory, emotional, cognitive, behavioural and relational values.

The consumer comes to view Terra as something beyond its simple functionality and the everyday object that it is in reality.

Terra_SociaImpact

Financial, health and social crises precipitate changes that impact the way we select and purchase products; new values are emerging. In the case of Terra and other products with similar values, the significance of 'a better product' is linked to the impact that its development, manufacture and sale have on the planet as well as on people. In this respect, Terra not only integrates sustainability and traceability into its DNA, but it also promotes pleasurable experiences, adding sensory, emotional, cognitive, behavioural and relational values.

The consumer comes to view Terra as something beyond its simple functionality and the everyday object that it is in reality.

Terra_HeadSocio_EN_MOB

In addition to reducing the environmental impact, this project has significant socioeconomic benefits in five distinct areas:

  • Educating consumers on reuse as a fundamental action for reducing waste.
  • Influencing the industry in terms of moving towards creating¬†truly sustainable packaging material solutions.
  • Supporting the employability of people with intellectual¬†disabilities, through collaboration with LaFACT (Factoria Social de Terrassa), where Terra's boxes are assembled.
  • Promoting the cosmetics sector as an economic resource..
  • Inspiring a cultural movement driven by beauty and cosmetics.
Terra_SociaImpact

Financial, health and social crises precipitate changes that impact the way we select and purchase products; new values are emerging. In the case of Terra and other products with similar values, the significance of 'a better product' is linked to the impact that its development, manufacture and sale have on the planet as well as on people. In this respect, Terra not only integrates sustainability and traceability into its DNA, but it also promotes pleasurable experiences, adding sensory, emotional, cognitive, behavioural and relational values.

The consumer comes to view Terra as something beyond its simple functionality and the everyday object that it is in reality.