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Mastering Wellbeing
Throughout the routine-disrupting world events of recent years, the importance of self-care has remained at the top of our collective minds. From healthcare and personal care, to caring for our environment and living spaces, a strong culture of care has emerged.

For the beauty industry, this reorientation will fuel the demand for multipurpose, anytime-anywhere products. Consumers seek mindful products for intentional moments of self-care, while reaching for items that allow them to live their best, most balanced life (WGSN).

The call for beauty hybrids continues to rise, including cosmetics that hydrate and primers that moisturize—it’s all about double or triple duty. Beauty lovers are packing their cosmetic kits with multitasking makeup essentials that minimize time and effort, so they can achieve a full beauty routine within minutes (WGSN). As beauty habits become more mindful, consumers will prioritize thoughtful brands that improve their lives and wellbeing—particularly those that honor skincare as a self-care ritual (WGSN).

Post-Pandemic Beauty - A Renaissance

The beauty industry looks vastly different in our post-pandemic world. As traditional employment structures are reassessed, beauty brands must realign their offerings to a flexible lifestyle (BeautyMatter).

While consumer-facing strategies lead to multitasking products and hybrid makeup-skincare, beauty companies must embrace fluidity in their work culture by appealing to new employee needs and offering time flexibility (BeautyMatter).

The post-pandemic renaissance comes in the form of new innovation and technology, as organizations must adapt to a neo-consumer landscape—existing in a spectrum where consumers seamlessly navigate an online and offline world (BeautyMatter).

Beauty as an experience, not a destination

 Consumers are overhauling their product choices, routines, and rituals to enhance their wellbeing and improve psychological health, while addressing stress and quieting a racing mind (BEAUTYSTREAMS).

This prioritizing of mental health translates to a holistic approach to beauty. Brands must actively aim to lift consumers’ moods through treatments that ground, inspire, and heal. Products that create a moment of relaxation are increasing in popularity, as beauty routines provide consumers a positive way to focus on themselves (BEAUTYSTREAMS).

No needle, no problem.

Needle-free “notox” innovations are on the rise, giving consumers the effects of cosmetic procedures without the discomfort and costs. These skincare treatments evoke a trip to the clinic, as the language surrounding cosmetic procedures seeps into the terminology of beauty products (BEAUTYSTREAMS).

Consumers want more natural facial aesthetics and frugal alternatives, leading to a rise in appeal for cosmetics such as lip-plumping products, brightening peels, and instant-result products. Natural botox, firming, and wrinkle-reduction products offer low-tech alternatives to the medi-spa, a desire that has become most prevalent in Gen Z (BEAUTYSTREAMS).

 

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