Among the insights raised in the study by real-life consumers was the rising demand for connectivity and digital solutions, and a move towards ‘ageless’ claims when it comes to the anti-ageing skin care category.
In this first part of our two part interview, Mariel Brown, Director of Futures, Seymourpowell reveals key insights.
Brown will be speaking on ‘The new beauty behaviours’ at the Marketing Trends Theatre on 18 April, Wednesday, 13.15 – 14.00 at in-cosmetics Global in Amsterdam..
Can you give an overview of some of the most exciting new beauty behaviours?
Our research with global progressive users revealed a raft of new behaviours around building and elevating your individual identity.
In a world where new looks are rapidly disseminated via the internet and copied, originality unlocks kudos. To achieve original looks, we are seeing people take on more extreme beauty regimes.
For example, Rika a respondent we interviewed in Tokyo told us that she had to add 14 colours to her hair so she could differentiate herself from her friends. She said; “I just want to do fashion and beauty in my original way.”
We also witnessed interesting behaviours emerging around ‘express creativity’ where people wanted to respond to style trends in real-time.
For example, Kenneth, a New Yorker, would scan social media hashtags as he was getting dressed to see what looks would create the best impact.
This strategic and savvy approach to beauty was also witnessed through Rain, a fellow New Yorker, who models as both a male or female depending upon the need of the client. She told us: “I tend to dress based on two criteria for the day; comfort and capitalism.”
She went on to explain to us that she analyses the meetings and environments she will be interviewing in, so she can dress to fit the archetype that will offer her the greatest chance of success.
Why are they coming to the fore now? What is bringing them into the spotlight?
Widespread connectivity is having a phenomenal impact on the behaviour of beauty consumers as it has opened up the category with diversity. The beauty “standards” of old, now appear dull and unrealistic.
There is a desire for more diversity and as a result new visions of beauty are emerging.
Individuality follows on from diversity.
People are recognising that rather than trying to conform to an old-fashioned ideal, they should instead focus on what makes them different and dial it up for impact.
In the words of one of our respondents, there is a desire to “exude an individuality that cannot be found anywhere else.”