The beauty industry and common values - transparency, sustainability, naturalness
The need to connect brands and consumers through more responsible lifestyles is becoming increasingly compelling, according to a 2022 report by Mintel, which highlights the need for brands to have ethical progress reports. Many web3 projects was thought of sustainable commitments, like that of Guerlain, When Material Becomes Art that combines futuristic, ecological and artistic approaches through 4 digital artworks. The project the reverse continues the brand’s enduring values - the digital world is coming to save the real world through a collection of 1828 crypto bees sold to protect real bees and fund the development of a wildlife sanctuary. These efforts are well appreciated by consumers and widely shared on social media.
Also, interest has shifted towards green makeup or some form of naturalness, as we can see Beauty trends on social media, with concepts like the No Make-up Look, the Dewy Look or the Glow Up (the expression reminds us of the Netflix show that celebrates diversity). The beauty sector is often associated with others such as spirituality and well-being: recently Kate Moss launched her beauty and wellness brand, which brings to light a healthy lifestyle, beauty products and wellness products such as tea to accompany a daily ritual.
Authenticity and creativity through the prism of the digital world
The connection between reality and the digital universe allows consumers more than ever to express themselves in multiple ways. Except cyborg-like filter (poreless skin, high cheekbones, cat eyes, big lashes – a look dubbed the “Instagram Face”), the digital world allows people to be different and free. Shopping is easier and is encouraged as a result virtual fitting, widely used in the beauty industry to visualize a product on itself. The use of technology is also enriching Customer experience, personalization and brand loyalty. A recent study shows that 92% of Gen Z consumers are interested in Augmented Reality during a shopping experience. Yves Saint Laurent offers three tools to try out augmented reality from the comfort of your own home – Make up your lips for lipstick makeup, Master your sight for the eye and Style your skin.
Many brands today Multiply the touchpoints at product launches, with virtual pop-ups, immersive screens, augmented reality filters… It’s a way to expand brand awareness and universe and connect with consumers. The latest example of Prada paradox shows how the barriers between reality and the digital realm have disappeared – the brand has asked its followers if a fragrance could exist in a digital space and they are invited to explore a multidimensional self and an ever-evolving identity.
Redefine Beaty and break down barriers
what is beauty On social media, the concept is more inclusive and universal, advocating “happy beauty.” The start of clinic‘s first NFT called Metaoptimist is written in this positive attitude. Another of the brand’s campaigns aims to bring more diversity to the metaverse with NFP (non-fungible people), looking for people with different skin tones, face shapes, hairstyles and makeup. A TikTok report insists on the global rise of beauty videos and content that celebrates beauty and flaws, inclusivity and difference. Only communities help to redefine beauty and its expectations.
Some brands take inspiration from the virtual world when creating their products, offering consumers a space similar to that game industry. MAC cosmetics has therefore created 12 makeup looks within The Sims 4 game and released a collection inspired by the Honor of Kings game. The gaming market paves the way for more freedom in the aesthetic world and allows users to express their identities through their personalized avatars. Bridges, experiences and emotions are created.
In an ever-changing world, there are myriad connections between the digital and real worlds, eccentricity and naturalness, self-identity and others. The future of beauty is being shaped by consumers themselves and by the rise of digital experiences that are more authentic and community-centric. In this context, there is a need to rethink the customer experience to generate engagement and bring communities together around shared values. These developments leave room for creative developments for both brands and consumers.
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