Beauty-full World
Which approaches stand behind recent trends shaping the Beauty industry, and what do they all mean?
[2024]
After the backlash of COVID-19, when Do-it-yourself and self-care beauty products had grown in the United States, it seems that new sectors within the beauty industry are on the rise as innovative trends.
Merging the worlds of art, science, technology, and medicine becomes disruptive and multi-versed.
For one, Metaverse experiences; Since its launch, many have claimed it irrelevant or overrated. However, it seems that beauty brands just can’t get enough of the Meta multiverse. Among the latest campaigns are by Fenty Beauty and e.l.f. The latter’s campaign launched in 2023 and has launched the option to purchase physical products in the virtual space. With over 13 million visitors to this day, no wonder e.l.f’s campaign is growing.
How popular is it? You may ask. Well, there are guided tours of beauty brands’ virtual spaces within the metaverse and I believe it says it all. Don’t forget to bring a hat, some water and your AR glasses.
Besides metaverse experiences and on a completely physical level- interactive stores or spaces are on the rise. It is the brand era and consumers are searching for holistic and immersive shopping adventures.
According to a 2023 statistical report by WSL Strategic Retail, 75% of shoppers look for a smooth shopping experience in brands whose values align with theirs.
The innovators in this field are integrating advanced diagnostic processes in the stores, as well as treatment, gaming, and virtual simulations. Those new offers allow brands to reach a wider walk-in audience and reconnect with their existing audiences by creating more positive memories and interesting experiences.
On to the next trend- lifestyle-defining beauty.
For a while, we’ve heard of our food intake’s influences on our bodies, and even makeup products functioning as skincare have been around for years. So, what’s different now? The merge, the scale, the omnipresence.
Sports, cosmetic treatments, thoughtful diets, dietary supplements, medical check-ups, meditations, and more- all those worlds blend into a lifestyle.In Eastern Asian cultures, it is very acceptable to consider skincare and beauty treatments as part of a complete routine and combine those with complementary treatments; medical, cosmetic, or others. This approach seems to be slowly growing in Western markets, too.
Those trends may seem unusual but they hold a deeper logic of commerce strategies. Metaverse experiences, for one, show that reaching new audiences in the virtual spaces in which they might be seeking other services can create a disruptive experience and build awareness effectively. When looking into interactive spaces, it is clear that we, as consumers, seek a wider brand experience than the ordinary store. By giving the consumers the feeling that their journey was carefully planned and their needs were thoughtfully considered -building trust becomes a methodological issue rather than a vague concept.
Last but not least; lifestyle-defining beauty reflects a wider understanding of the effects our relationship with our environment has on our bodies. If a client is struggling with damaged hair, they might not settle for another serum but look for a showerhead filter, too. This kind of situation could be a great opportunity for new collaborations or a time for great struggles, depending on the business strategy in question.