“Identifying a fad vs a trend is essential” WGSN on TikTok-based beauty NPD

By Kirsty Doolan

- Last updated on GMT

According to the forecasting company, beauty trends “don’t just spring from nowhere - and they aren’t as ‘fast’ as people assume”
According to the forecasting company, beauty trends “don’t just spring from nowhere - and they aren’t as ‘fast’ as people assume”
The trend forecasting company WGSN has launched a new TikTok analytics tool in response to confusion over what’s trending vs a trend, which has made it increasingly hard for beauty brands to know which new products to develop…

As TikTok continues to drive beauty trends, the social media app is increasingly hard to ignore when it comes to cosmetics NPD. However,  it can also be somewhat of a ‘rabbit hole’ for beauty and personal care brands, due to the rapidly changing consumer needs that are generated by these viral fads.

CEO at trend forecasting company WGSN’s CEO, Carla Buzasi, highlighted that in the increasingly saturated beauty industry, brands can’t afford to make costly NPD errors based on what is currently trending that week. 

“In the hyper competitive beauty market, identifying a fad vs a trend is essential,” she said.

Meanwhile, WGSN’s brand & content marketing manager Mirela Dufrayer also flagged up all of the the sustainability issues that come with having a ‘fast-beauty’ attitude to NPD and the potential creation of excess inventory.

“Knowing which trend to invest in and when means brands can reduce their carbon footprint and develop products with longevity,” she said.

In response to this growing industry issue, WGSN has just launched a TikTok analytics tool that aims to give beauty brands a forecast of the “trends to invest in and the ones to ignore.”

According to the forecasting company, beauty trends “don’t just spring from nowhere - and they aren’t as ‘fast’ as people assume.”

The proprietary tech mixes data analytics, expert insight, and the company’s signature STEPIC model to ensure cosmetics brands to only flag up the key trends.

It works by analysing the health, strength, and stability of a TikTok trend in the context of macro forecasts to predict the lifespan of a trend and therefore anticipate what will come next, which it says can help brands avoid taking a riskier “short-term reactive approach.”

Mob Wife & Broccoli Freckles

According to WGSN’s beauty director, Clare Varga, there is an increased amount of confusion between what’s trending and an actual trend.

“The pace and sheer amount of trends on TikTok can be overwhelming and this often leads brands to confuse something that is ‘trending’ for a ‘trend’,” she explained.

“Because WGSN forecasts trends rather than track them, and can contextualise them within macro trends, we’re able to distinguish between the two and cut out the noise and identify the trends that matter.” 

Varga flagged up the recent popularity of the #MobWife​ aesthetic as an example of this.

“The mob wife look is trending but is part of a broader trend towards anti-perfectionist and anti-clean girl narratives characterised by glamorous statement makeup,” she said.

“We called this: ‘Messy beauty’ or ‘hangover beauty’ and it was identified as a Top Trend for 2024.” 

"Even seemingly superficial trends like #BroccoliFreckles have underlying drivers,” she continued.  

“In 2022, we predicted that faux freckles would be trending as a result of changing body-positive beauty narratives and consumers' increasing focus on sun protection due to climate change.”

Related news

Show more

Related products

show more

Discover Peptan for Beauty & Diverse Skins

Discover Peptan for Beauty & Diverse Skins

Content provided by Rousselot | 05-Sep-2024 | Product Brochure

As beauty from within solutions soar in popularity, manufacturers need to be able to serve everyone, no matter their ethnicity or skin type.

FucoSkin®: Ocean-Inspired Sustainable Beauty

FucoSkin®: Ocean-Inspired Sustainable Beauty

Content provided by Hi-Q Marine Biotech International Ltd | 28-Aug-2024 | White Paper

FucoSkin® is a fucoidan-rich extract derived from the brown seaweed Laminaria Japonica, known for its excellent anti-aging and photoprotective benefits....

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Related suppliers

Follow us

Products

View more

Webinars

Podcast