Cultivating lifetime loyalty in beauty has never been more complex. With shopper allegiance fleeting, consumer scrutiny at an all-time high, and the retail landscape transforming at record speed, understanding what truly drives today’s beauty shopper is no longer optional — it’s essential. That’s why on Tuesday, September 9, from 1 p.m. to 3 p.m. CEW is bringing together top industry experts and data leaders for a dynamic two-hour digital program dedicated to unpacking the first half of 2025 and providing clear direction for what’s next.*

Set to feature insights from NIQ, Circana, McKinsey & Company, Google, Skeepers, Beauty Independent, and Iced Media, the event will dive into the latest data, global trends, category standouts, and consumer behaviors that are shaping the future of beauty.

H1 Beauty Landscape: A Mid-Year Reality Check

The program will kick off with NIQ’s executive overview, led by Tara James Taylor, leveling the field on H1 performance and outlining what’s keeping beauty leaders up at night — from global supply chain shifts to tariff impacts and the rising tension between data-driven tech and human creativity. NIQ will also explore how viral retail moments like Amazon Prime Days and TikTok’s influence are reengineering product discovery and shopper behavior. The role of AI, including tools like ChatGPT, will be examined in the context of helping brands better anticipate trends and consumer needs.

Consumer Loyalty is Shifting — Here’s Why

According to McKinsey’s Megan Patia and Kristy Weaver, consumers across all demographics are rethinking how they define value. In fact, only 37% globally believe that premium prices equal better performance. That skepticism is powering a shift towards mass and masstige brands, even among consumers who traditionally shopped prestige.

McKinsey’s session will break down four major themes reshaping consumer spending:

  1. Affordability Redefined – Whether it’s low price or relative value, affordability is top of mind.
  2. Spending Moderation – Shoppers are cautious, watching their wallets but still buying.
  3. The Rise of Mass & Masstige – These segments are winning share — and trust.
  4. Selective Splurging – Consumers are still indulging, but only when it counts.

Innovation Driving Performance: What’s Winning in Beauty

Circana’s Larissa Jensen will present H1 beauty performance data through the lens of innovation — particularly in the booming mass market, which outperformed prestige in dollar growth during H1 2025. By identifying top-performing innovations across skin care, makeup, fragrance, and hair care, Circana’s insights will help brands understand not just what’s selling, but why. Through a segmented breakdown of mass, masstige, and prestige brands, attendees will get an inside look at:

  • The top innovations in each category
  • The brands setting new standards
  • The key themes fueling consumer excitement and repeat purchase
  • Future-forward strategies for launching successful new products faster

What Else to Expect

Attendees can expect high-impact, actionable takeaways across several hot-button topics:

  • AI-Powered Workflows – Google will unpack how beauty brands are using AI to supercharge product development, marketing, and trend forecasting.
  • UGC that Converts – Skeepers will show how user-generated content is not just engagement — it’s driving real sales.
  • Indie Beauty Trends – Beauty Independent will share a focused look at the indie space, where agility and authenticity continue to disrupt the status quo.
  • Iced Media Report Card – Iced Media revisits their early 2025 predictions — evaluating the impact of social shopping, social search, and creators in today’s beauty landscape. The session wraps with a panel discussion featuring brands leaders from Moroccan Oil and Kao, offering behind-the-scenes perspectives on this year’s most effective social campaigns.

Why You Can’t Miss It

In a time when every consumer touchpoint matters and the competition is just one scroll away, CEW’s digital mid-year program offers more than just numbers. It’s a blueprint for action.

Whether you’re a legacy brand, indie founder, retailer, or marketer, this program will arm you with the data, insights, and strategies you need to stay ahead. From redefining value to unlocking the power of innovation, you’ll leave equipped to make smarter, faster decisions in a market that waits for no one.

Reserve your virtual seat now — and get ready to understand where beauty is headed next.

*If timing of the event doesn’t work for your schedule, no worries, the program will be available in its entirety throughout the month of September for your convenience.