The future for beauty is brighter than ever
Innovative trends are rising to the top and brands in the beauty space have a unique opportunity to tap into these trends and ensure they stay on top of the ever-evolving consumer. Looking at immersive beauty through a new lens, we are excited to share the latest technology that truly hits on the consumer’s needs and wants in today’s current climate. As we end 2020 and look beyond, we anticipate beauty brands diving into the latest and greatest tech in the world of augmented reality, virtual reality, interactive online stores and more. Consumers will see and feel that beauty is at their fingertips within their own home, on the road, or wherever their journey takes them.
1. Capitalising On Escapism
As Gen Z and Millennials turn inward to focus on self-care, it’s no wonder that they are latching on to their favorite brands to enhance their beauty rituals. Outside of regular routine maintenance, consumers are focusing on “self-care” days dedicated entirely to detaching from their reality and centering in on what will make them feel luxurious, really highlighting the idea of escapism. Ultimately, this aids in improving their mental health all within the comfort of their own home.
Two non-beauty brands, Netflix and Instagram, have partnered to show how they have identified an opportunity to help fill in the mental health gap highlighting the term “self-care” with their
Self-Care live chat.
Additional trends such as cosmetic healing, which is integrating essential oils into products – as well as a nutrition focus, has consumers more aware of what they put into their bodies and how it affects their skin and health.
More and more skin care products are integrating grains and superfoods that enhance skin health, adding an extra element of care when positioned to the user.
According to the Jakarta Post, two trend examples they identified are Beekman’s 1802 Pure Goat Milk Soap which had a huge surge in interest, as well as Peter Thomas Roth’s Pumpkin. Enzyme Face Mask which has been saved 36,000 times on Sephora’s wish lists. Products that market “organic” and “non-toxic” have seen an increase in interest as well.
2. Inclusion and Personalization
The landscape of retail is changing. Cosmetic companies no longer need to account for a large merchandising display to provide space for hundreds of skin tone foundations for example, but they do need to invest in a bit of high-end technology to ensure options are plentiful.
Using AI
Tons of beauty brands are opting to provide the perfect skin tone match by sending skin tone results from a machine, that functions as a pantone reader, to their labs to make a custom foundation. The increase of focus on machine intelligence is essential. It allows for instant gratification and customization which solves for diversity as well as safety concerns.
Virtual Try-on using AR
Digital interaction trends have been popular within tons of industries, yet within the beauty industry it is now more of a necessity due to current day shifts that have created sanitation obstacles for walk-in locations. Consumers can now interact with new color palettes and texture options through a screen to help guide their purchase decision. Developing an app of sorts to provide these at-home try-on scenarios also allows for brands to provide additional resources to consumers. Whether sending a notification with a discount code for a new product launch, or inviting the user to share with friends, this is a consistent way for beauty brands to remain top-of-mind.
Smart Skin Tools
Interactive digital app solutions, such as the Olay Skin Advisor app, provides skin tips and recommendations based on the results you receive from a scan. Through the “FutureYou Simulation” app, users understand how their skin will develop over the years, and possibly what they will look like in the future using augmented reality. AR creates a truly rememberable experience that consumers are beginning to expect when it comes to interacting with brands. The multi-sensory technology allows for a seamless crossover from the real world into a virtual one and further amplifies the escapism phenomenon.
3. New Wave
Men Self-Care
As diversity and inclusion provide new opportunities for brands to position themselves, one major trend the beauty industry is seeing is within the male self-care category. Masculinity is open for interpretation, and men want in on self-care. Overall, gender-neutral positioning is also taking the forefront of beauty messaging.
One great make-up example for men is from Chanel, which launched ‘Boy de Chanel’ a make-up line for men. The collection includes brow pencils, matte lip balm and a foundation. Catering to the nuisances of how different men’s skin types are from women, Chanel has made the products with men in mind.
Hair Tech
Another tool for beauty gurus is Choicify. Under Henkel Beauty Care, Choicify is a hair color consultation app that helps consumers choose the right hair color using the QR code of the hair product. While shopping in an isle for a box of color this app comes in handy right in the moment to help users make their final purchase decisions. The instant gratification which the app provides feeds into the immediate access culture we live in. Brands who want to stand out will need to step up and provide technology which aids in the decision-making process.
Summary
Beauty trends are shifting to overcome today’s common obstacles and embrace the newest technology offerings. A nod to the self-care conversation creates a genuine connection with the consumer and appeals to the escapist mindset.
Brands can capitalize on the new consumer touchpoints that the world of experiential marketing has to offer. The brand leaders who step up to provide options that bridge the connectedness gap and provide immersive experiences will ultimately gain consumer loyalty and spending power.
Get In Touch
Over the past 13 years, LIGHTBLUE has been a frontrunner in helping brand leaders connect with consumers on multiple touchpoints. Thriving in the world of experiential beauty, we have cultivated trends within the retail and digital space to inspire and engage audiences, leaving lasting memories that are both engrained in culture and relevant to the brand at hand.
In the recent months, we have crafted ‘New Age Storytelling’ which is a briefing intended to share engagement approaches and informative examples to help guide brands and their teams in addressing the new needs and mindsets of consumers. By planning first, we lead with strategy for the ‘now’ developed through insights and trends, allowing for true forward movement in an unstable economy.
If you or your team would benefit from a discussion and walk through in this space, please reach out so we can schedule a call.
