The new Beauty
18 Aug, 2018
Beauty is truth. It is thus presented on a recurrent basis in some cult scenes of Thirteen, a film from the early 2000s inspired by facts that really happened to one of the two actresses, Nikki Reed, who, between substance abuse, sexuality and precarious family situation, led Tracy, a model of wisdom, into the whirlwind of transgression.
A discreet slogan, but one that is obvious precisely because of its anachronistic nature in relation to the scenes in which it appeared.
To be honest, our protagonists were nothing more than a part of the Millennials’ generation. And this slogan, one can say, is more relevant than ever. We will see why.
Recently, DISKO has focused on the main trends related to beauty and cosmetics carried out by the Millennials, by writing a study that highlights the main changes that have occurred in the sector in recent years.
Beauty and Millennials: an engaging report!
The beauty sector has been able to adapt quickly to digital codes, to such an extent that, until a few years ago, our link with beauty was only through (multi-brand) stores and women’s magazines, today our relationship with the world of beauty has grown exponentially thanks to social networks (consumers of beauty products consult their Instagram feed 21 times a day on average).
Not only has awareness increased, but the offer has also expanded and diversified in recent years and has adapted to everyone. Today, tutorials and live discussions, stories and “do it yourself” applications that are increasingly intelligent and connected to everyday objects and devices are given the green light.
“Technology has transformed the daily routine of beauty consumers and smart devices have the potential for very high impact in skin and hair care,” said Guive Balooch – Global Vice President of L’Oréal’s Research and Technological Innovation Incubator – at the launch of Kérastase’s smart hairbrush. The brush that becomes an intelligent device capable of monitoring hair health and communicating it through a dedicated application.
73% of young consumers are willing to pay more for a product that promises total transparency. Similarly, 7 out of 10 Millennials say they are willing to pay more if the brand is ethically sustainable. Finally, the last element that marks the way young people are transforming the beauty industry is the fact that today they are betting more and more on co-creation. In fact, 4 out of 10 Millennials want to co-create products with brands.
It is undoubtedly a generation that knows what it wants and what it wants right away. And what the new generations want are products that fit perfectly (Made2Fit – Bare Minerals).
This is the era of personalization, with 46% of Millennials saying they are willing to share their personal data to receive a more personalized product or experience.
The new influencers: Co-creators of beauty.
The beauty industry is also closely linked to today’s influencers, as illustrated by the DISKO agency. 65% of Millennials trust the recommendations of a blogger on Instagram or YouTube more than those of an in-store retailer. Whether they are micro, macro influencers or simply consumers who have become ambassadors, brands now rely heavily on them to communicate their products and know-how.
Let’s remember for example Natacha Birds’ tour in Japan discovering Washoku philosophy for Shiseido (#WasoStories)
Trends 2018: Instagram of my desires!
Special mention for the world of eyebrows: on Instagram they have depopulated themselves in a tiger, rainbow, halo version (without ends to form a halo in the forehead) and garden (a real lawn with colored flowers attached); for the face we see the appearance of shimmering (Fenty Beauty By Rihanna) and glacial (Glacial Face by Giambattista Valli : brilliant leather effect, translucent, with a wet effect). The sequins and crystals also receive the green light, with masks that have become viral like the #glittermask of Glamglow, or on the red carpet at Cannes, applied like tears in the Amber Heard way. Not to mention the phenomenon of royal weddings, which has inspired make-up artists and nail stylists all over the world.
Diversity, transparency and personalization: key words to keep in mind.
Needless to say, all the trends of recent years have been born on social networks: video tutorials and photos – even bizarre ones – become viral, often inspired by popular events and opportunities.
The fashion and beauty categories have been shaken by new brands that have understood the new rules and how to exploit them to their advantage, such as Glossier and The Ordinary. Traditional brands will therefore have to change and adapt to survive in this new consumer world; they will have to welcome and highlight our imperfections (Face + Body – Asos), because they are what makes us unique, they will have to draw on macro trends but without losing sight of individuality (My Face. My Rules – Sleek make-up), but above all they will have to be transparent: false promises are no longer tolerated (Aerie).
Facing reality is the only way to be competitive in this entirely consumer-driven ecosystem.
Beauty today is no longer studied at the table in meeting rooms, it is no longer “hope in a jar”; what has changed is the way women want to appear. We are experiencing a turnaround; in the past, women mainly aspired to look like role models and celebrities, now they are inspired by all other women and their feeds on social networks.
Today, beauty is collective and shared, it has adopted a more uninhibited language, it has become virtual and connected and no longer communicates only through its muses but through new ambassadors, that is, all women. But above all: beauty is committed, attentive to sustainability and transparent. That’s true. And it is we, consumers, who are attentive to our personal care, who dictate the rules. To quote Glossier “Trust us, we are you!”
Beauty is therefore truth! It is a celebration of the individual, in all its forms, today more than ever.