We’ve been tracking the beauty industry for a while now. Our beauty and wellness-focused campaigns have explored many major trends over the last few years from the rise of Korean beauty, to Gen Z’s new rules and the convergence of beauty, health and wellbeing. As a result, we’ve been working with some great brands from the Finnish company Lumene to CH in Ireland and Boots in the UK. This rapidly growing sector continues to evolve and change and we’re back to talk about it. Here’s a snapshot of what’s new.
Wellness goes mainstream
In recent years ‘wellness’ has been dubbed the new status symbol, with a £10 green juice signifying as much about a person’s wealth as a Gucci handbag. However with the likes of Wallmart teaming up with Bobbi Brown’s new wellness brand and selling powders and lotions that feel more at home on Goop’s website than a major supermarket’s aisles, it seems that wellness has become something truly attainable for everyone. Moreover it shows that big brands are willing to invest in wellness and see it as a necessary part of their offer.
Gummies for hair growth, cannabis sweets to help you sleep and Korean antipodes for dewy skin. There is a slew of new products on the market at the moment. It’s an exciting time to be making makeup at the moment. In April free London magazine Stylist was accompanied by a sample of Hair, Skin & Nails gummies formulated with biotin. Packaging is also getting smarter. Fenty Beauty has launched a Beauty Matchstix Trio with magnetic packaging that sticks together so it’s super-easy to find in a makeup bag. And new disability-friendly brand Grace Beauty has formulated easy-to-grip makeup brushes for those that find dexterity difficult.
CBD beauty is here
Marijuana has slowly been decriminalised across the US with many states allowing the sale of recreational and medicinal cannabis. The commercialisation of CBD and cannabis-infused products has led to a massive trend in topical and edible products that aim to smooth complexions and soothe sleep. However not all CBD products are made equal. We take a look at the trend in this blog post.
Mental health and wellness
Increased discourse around the effects beauty standards have on mental health (read this Dazed Beauty piece) has forced brands to start taking mental health seriously. The prominence of Instagram has given rise to a new crop of influential people who do not necessarily fit in with ‘conventional’ beauty standards, on the other hand consumers are arguably bombarded with more unattainable images of ‘perfection’ than ever before. Brands are now increasingly marketing beauty and wellness in a way that’s sensitive to the concerns of consumers (especially Gen Z) have about mental health. For some brands this means directly engaging in the discourse with targeted campaigns, for others it means aligning with different types of brand ambassadors.
As the consumer landscape shifts and splinters, brands need to work harder than ever to win over their audience. Beauty brands are raising the game of both in-store and with one-off experiences. Click here to read about the beauty experiences we’re loving right now or find out why physical spaces are still important to beauty brands here.
Makeup gets brave
Minimalism, no makup makeup and Scandi simplicity have made way for expressive individual looks. Brands that champion diverse models with equally diverse styles will win over today’s consumers who really notice diversity. Expressive beauty is an antidote and reaction to the pared-back Glossier look and hero products like Boy Brow. Allow your customers to play – Glossier knows it and has recently launched a new ‘Play’ collection.