Today’s choices of skin creams and cosmetics could not be more abundant or confusing. In the past there has been a hit or miss approach to buying new products that sees many of us spending hard earned cash on ingredients that aren’t necessarily the best for our own skin. However, the future of beauty lies in the consumer becoming more in control of what they buy and how they buy it. Personalised cosmetics, apps and technology being used by new brands will allow us to have more knowledge and make better choices when shopping for beauty and skin care creams.
Many new smaller cosmetic companies are being discovered on Instagram and the visualisation of branding and products is helping us to see what would work for us.
Instagram has become a thriving environment for cult beauty brands, with 44% of cosmetics and skincare purchases influenced by beauty brands on social media (source: Facebook IQ). Beauty Futures
In the age of the Selfie, if your images are not altogether perfect you can improve them with countless apps that smooth out wrinkles, and imperfections.
Alternatively, newer brands are challenging this notion of a common ‘look’ that we’re all aiming for and are calling the diversity card. We are of course all different in our own way, after all. Low-cost brand Sleek MakeUP is challenging beauty standards with its initiative, My Face, My Rules. The campaign aims to defend everyone’s right to wear as little or as much make-up as they want. (BF)
As outlined in the Beauty Futures 2018 report the Future Lab reveals its research into 2019’s beauty trends:
- Digital tools are altering consumers’ perception of beauty.
Snapchat and Instagram filters may seem innocuous, but are creating a skewed sense of self, where it is more important to be beautiful online than in real life. Plan your product and marketing strategies carefully to address both aspects of your customers’ personalities.
- Non-invasive aesthetic procedures are becoming routine.
Beauty treatments are no longer confined to the dressing table or the spa. Consider how you can become best placed to integrate into this hybrid space.
- Beauty consumers are looking for expert influencers.
While dermatologist brands are still popular, emerging science-backed brands need to have a unique point of view to differentiate themselves, and female doctors are becoming a popular voice of expertise.
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