From sustainability to uncompromising beauty
In 2022, beauty with purpose merges with sustainability to create a new beauty ecosystem, one that is built on uncompromising standards and principles. Consumers go beyond ‘clean’ to a place of absolute wellness, where pleasure and personal beauty are achieved without harm to people or the planet. The expectation is nothing less than net zero.
Rising climate anxiety is prompting consumers to take affirmative action: More than half (51%) now take into account whether a product was produced with a traceable and transparent origin. And, in tune with the tropes of greenwashing rhetoric and marketing messages, consumers will push brands to adopt proactive climate-positive strategies.
When it comes to production, radical transparency is key. 61% of consumers say they have a hard time knowing if a beauty product is ethically produced by looking at its packaging. while half would like brands to make it easier for them to detect how a product was produced [1]. In the future, consumers will ask to be told the who, where and how behind every product.
With this clear shift from sustainability to uncompromising beauty, brands will need to bolster their transparency credentials. Beauty brands can deliver assurance by putting transparency at the heart of the product experience, freeing the consumer to indulge and experiment without guilt or compromise.
From color to joyspotting
Joyspotting reveals a new facet of beauty, in which makeup is cumulatively self-care, a tool of transformation, and a manifestation of personal fluidity.
This is a trend stemming from the Tiktokization of the beauty industry, where creators and influencers are encouraging followers to escape the rules and embrace the fluidity of experimentation. On TikTok, there is no room for perfection or judgement, only joy: a third of users (31%) report that they turn to the app to lift their spirits.
Driven by these influences, beauty in 2022 will be rich in aesthetic rebellion and fluid creativity. The face and body will become canvases for celebratory makeup looks. And consumer sentiment is firmly behind the experimentation: Pinterest reports an increase in searches for mullet hairstyles (+190%); dental gems (+85%); jeweled look (+110%) and pedicures with rhinestones (+150%).
In the US, brand on the rise danish mirick is connecting with next generation Joyspotters through a strategy based on inclusivity and art. The brand’s ethos that “everyone should be able to have the freedom to enjoy makeup” speaks to the new fluidity. The color-shifting pigments of the brand’s signature Chrome Flakes are representative of the new wave of ephemeral and transformative products just beginning to emerge.
Creative ephemerality is also coming to the fore, with new products and gadgets allowing users to easily change their beauty looks. In South Korea, nails are becoming a vehicle for self-expression as the pandemic continues to stifle opportunities to showcase creative style beyond the home. In response, nails are getting bigger and bolder, set off with 3D accents of glitter, crystals and jewels. In the future, brands will approach the art of beauty as an act of pleasureand those who can provide an instant injection of happiness will connect with consumers, who are looking for products to get them out of the pandemic crisis.
From inclusion to radical adaptive beauty
As we move towards a post-inclusive society, the beauty industry will look to further individualize its approach. The industry will need to go beyond matching skin tones to encompass all aspects of inclusivity, including Gen Z vs Mature skin silos. As we move forward, fluency will be treated with the same value and respect as accessibility and adaptability.
And as we evolve in our understanding of what true inclusion means, Today’s diverse and multifaceted consumers expect to find products that fit their needs.. Beauty products that radically adapt to individuality will continue to emerge, moving from surface-seen social specificities (skin tone, hair type, etc.) to a deep understanding of the “lower skin” mechanism. And we’re just beginning to see what’s possible, as brands begin to introduce personalized products that more insightfully address biological or physical nuances.
Going forward, the beauty industry will take steps to ensure that no consumer is left out of the conversation, regardless of age, gender, race, ethnicity, size, or ability. Currently, 15% of the world’s population lives with some form of disability, and as the population ages, this number will only increase. Designing products, tools, and packaging with this demographic in mind should be an industry imperative.
From peeling to augmented subcutaneous
The pandemic has led to the ultra-fetishization of well-being and health in the beauty industry. With a preventative mindset becoming the new normal, consumers are focused on care and safety, and crave powerful, potent ingredients in all of their beauty products. In response, brands are designing products using the latest technological advances, while introducing new biological semantics into the beauty narrative.
Stories about skin barrier empowerment, microbiome and psychobiological enhancers, hormone regulators and circadian champions will continue to emerge, as brands add another level of scientific proof to the consumer experience. And in the coming years, consumers will be alerted to a new discourse around lower skin. More and more brands are coming up with sophisticated formulas with ingredients related to “skin health”. be radiance they now infuse their makeup powders with probiotics, which are activated by water to positively “colonize the microbiota,” the brand explains. A global approach to beauty of the skin, where makeup goes beyond color as it rebalances the skin while protecting it from external aggressions.
In the future, products that suit increased skin sensitivity It will be essential for consumers who want to preserve the health of their skin without sacrificing performance. In this context, the boundaries between makeup and skincare, food and beauty will blur. A new generation of hybrid products will break down the boundaries between traditional segments to levitate beauty to new horizons.
From home spa to temporary beauty technology
Technology is harnessing the mood of fluidity, as innovation keeps pace with consumer demand for products that allow them to seamlessly change their beauty looks, from home. And science-backed products, temporary treatments, and formulations designed to outwit surgical procedures appeal to those seeking immediate, sophisticated beauty solutions.
As the pandemic introduced new ways of working and living, consumers quickly learned how to adapt and realized that joy can be found in impermanence. Now, the desire to avoid long-term commitments for temporary thrills is taking over beauty. Innovations at CES 2022 captured this ephemeral creativity, from L’Oréal’s AI-integrated hair-coloring device, the Colorsonic, to startup Prinker’s portable temporary tattoo printing machine.
In the future, scientific legitimacy coupled with technological precision will allow consumers to achieve, and measure, superior results, without the commitment of permanent procedures.
Cosmetics Inspiration and Creation
Each year, Cosmetics Inspiration & Creation reveals the Top five predictions and a white paper reserved for customers. Meet us at the Makeup show in Los Angeles on February 23-24, 2022 to discover the inspiration bar around the first four themes and beauty talks where brand creators and industry experts will share their vision on makeup. evolution of beauty
For more information, contact [email protected] or visit the website at www.inspiration-creation.com. Follow the team on Twitter and Instagram: @cosmeticseeds.
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Source: www.premiumbeautynews.com