The beauty landscape is evolving at lightning speed as a result of digital culture, globalization and consumers’ unrelenting appetite for newness. All of these factors have played a role in the need for the adoption of new trends in order to stay competitive. To keep brands ahead of the curve, J. Walter Thompson Intelligence has identified several of the changes that are coming.
One of the trends, Gen Z Rising, asserts that this new generation is radically differently from its millennial predecessors.
“This generation is savvy and educated – they shop in a different manner and trust their peers, family and friends’ recommendations more than an advertisement,” said Lynn Emmolo, Chief Brand Officer, Rodan + Fields. “Additionally, with the rise of today’s ‘selfie generation,’ skin care has become an even more integral part of their daily life. We at Rodan + Fields have the ability to create targeted solutions for the issues they are concerned with, extending head to toe.”
Another trend, New Markets Demanding Diversity, finds that beauty advertising must take a more multi-faced and multi-ethnic approach to cater to various races, ethnicities, sexual orientations, disabilities and ages. Coty is already responding to the trend. The company’s mission to “celebrate and liberate the diversity of your beauty” is coming through in its product rollouts and ambassador partnerships.
“COVERGIRL proudly led the industry when we launched So Lashy mascara, a product designed for all lash types, with a diverse ambassador family. We were the first mass market brand to feature a female wearing a hijab, Nura Afia, and a male, James Charles, in a national campaign,” said Shannon Curtin, Coty Consumer Beauty Senior Vice President for North America. “We know that too many people feel overlooked by our industry. It’s time to change that.”
Just as important as diversity is catering to consumers’ new lifestyle preferences. Due to the Changing Notions of Beauty trend, beauty brands need to align themselves with wellbeing factors.
“At Madison Reed, we created hair color where we have taken out the harsh chemicals from a market where CPG companies have taught women that if their hair color did not smell, sting or burn, it was not working,” noted Amy Errett, CEO & Founder, Madison Reed. “We also have ginseng root extract and argan oil – ingredients that wouldn’t traditionally be used in hair color. It’s all about a holistic approach and embracing this lifestyle”
On June 1, Lucie Greene, Worldwide Director of the Innovation Group, J. Walter Thomson Company, will give an in-depth presentation on the three trends mentioned at CEW’s upcoming West Coast event, The New Beauty Dynamic. She will also share insights into two additional transformative developments shaping beauty: Channel Change + Frontierless Retail and The New Influencers. Following her presentation, she will be joined by Lynne, Shannon and Amy who will trade perspectives and adaptation strategies on how they are taking advantage of these new rules.
The event will take place at Fairmont Miramar Hotel & Bungalows in Santa Monica and will kick off with a pre-event cocktail and networking reception beginning at 6:00 PM followed by the program at 7:00 PM. Event tickets can be purchased online at CEW.org.