The beauty industry can connect better with consumers by rethinking how it communicates and markets sustainable product offerings, bringing additional aspects into the narrative, say industry executives.
The beauty industry has an important role to play in empowering women worldwide aged 40+ and must move away from ageist language to better reflect the maturing confidence felt amongst this cohort, says Avon’s global VP of marketing.
Menopausal beauty is a space with huge untapped opportunity, but one that brands should approach in a credible and science-backed manner, caution female beauty experts.
Whilst excitement for the metaverse continues to build, this year is only the start of things to come as the space is set take over a decade to fully evolve, say Meta executives.
Beauty brands that hope to utilise TikTok as an effective marketing tool cannot rely on the “same bag of tricks” they have employed with other social media platforms.
Cosmetics contribute more to Middle Eastern women’s sense of attractiveness and self-confidence than ever, but not in the ways typical of social media-shaped Western trends, according to research.
Beauty brands are being tipped to join the non-fungible token (NFT) bandwagon to forge closer bonds with their most loyal customers, something that is becoming increasingly difficult to do today, according to a Web 3 expert.
Everybody is talking about the metaverse - a new, mysterious and still largely undefined space, but one that is brimming with beauty opportunities, says a marketing expert.
Inclusive beauty is becoming more than a positioning choice in the beauty world, including new inclusion programs, ingredient options, brand launches and marketing adjustments.
Oral care is expanding out of the world of legacy toothpaste and mouthwash brand into a broader category. CosmeticsDesign spoke with Amaia Alcalde, managing director at ico Design, about what oral care marketing and design looks like today.
Poppi Soda primarily markets itself as a palatable way to take apple cider vinegar for gut health, but the brand also wants to capitalize on the “gut-skin axis” in the ingestible beauty space.
Peer-to-peer insight on a product or brand is the most powerful influencer in global retail purchases, signalling significant promise for beauty to provide more user-generated content in-store and online, says an expert.
Aesthetics in beauty is hugely important and labelling is a key design component that brands must closely consider, particularly when working in the booming online space, a specialist supplier says.
The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favouring more personalised and flexible consumer engagement, says a communications expert.
Japanese beauty and personal giant Shiseido will be making “aggressive marketing investments” in the fourth quarter to capitalise on what it believes is the beginning of market recovery from this year’s COVID-19 resurgence.
Beauty that is better for the planet and people is surging, with great industry strides made in ingredients and packaging, but efforts need to be met with positive consumer perception to truly succeed, an expert says.
Chinese video-sharing platform Bilibili is steadily becoming a key marketing channel for beauty brands targeting Gen Z consumers as beauty-centric content grows on the platform.
Tarte Cosmetics has named Samantha Kitain new Chief Marketing Officer as it continues to focus on its clean beauty heritage and expanding in a digital market.
COVID-19 forced huge swathes of beauty brands and retailers online overnight, changing long-established market models and shifting shopper mindsets. Industry must now plan and deliver on innovations that cater to this new environment and fresh opportunities...
Engaging content that tells a character-led story is the future for beauty brands looking to engage better with consumers around sustainability, says Dutch eco video streaming service WaterBear.
International video entertainment platform TikTok has soared into the beauty spotlight, driven by a plethora of highly engaged creators, and beauty brands will continue to jump aboard up as this rush continues, says Antonia Baildam, brand partnerships...
Beauty giant L’Oréal has observed that consumers that join its brand loyalty programme on e-commerce platform Shopee have spent 2.4 times more than non-members.
Beauty and personal care products that are inclusive with neutral messaging will firmly take centre stage as the new standard in skin care and makeup, likely prompting a retail re-think in coming months, according to GlobalData.
The plethora of influencer-created beauty content online continues to swell worldwide, and brands should monitor it closely as it provides an important feedback loop that can unlock innovation and power business growth, says a specialist.
Beauty inclusivity has soared into the spotlight in recent years and whilst many brands have changed advertising, upgraded product formulations and shifted social messaging, it remains a complex area to navigate, says a consumer analyst at GlobalData.
Beauty consumers worldwide are demanding open and honest brand communication on product formulations and ingredients in a digital world strained by unreliable and biased information, says the deputy CEO of L’Oréal.
Fragrance-flavour major Givaudan will acquire French artificial intelligence (AI) firm Myrissi to take on its cutting-edge sensory translating tech that connects smell, colour and emotions, enabling innovative storytelling and fresh consumer engagement...
International beauty major Revlon has partnered with MDR Brand Management to create a global brand extension strategy that takes it into new spaces and drives deeper consumer engagement across the EMEA, APAC and Americas.
Digital marketing and communications agency The Beauty Makers has launched a brand incubator to help build out future innovation-led companies in an increasingly competitive but exciting space, its founding partner says.
A study analysing Sephora and Ulta Beauty’s Twitter activity and networks has suggested cosmetic brands only have limited control over communications within their networks, opening up important points of discussion for industry, the researchers say.
In 2020, skincare, self-care, clean beauty, and probiotics are all quite buzz-worthy in the beauty marketplace. And while TULA Skincare fits into all of those categories, the brand hopes to direct consumer attention elsewhere with a new empowerment movement...
Claims development must happen simultaneously with new product development to ensure beauty products stand up to scrutiny under EU law, says an expert cosmetic claims consultant.
The social media boom has created an architecture of misinformation that, if left unchallenged, will have damaging long-term effects on the beauty industry, warns a cosmetic claims consultant.
The beauty industry can draw inspiration from climate change activist Greta Thunberg to develop purpose-led and sustainable brand strategies that will thrive in a post-pandemic world, says a retail design expert.
Cannabidiol (CBD) has gained huge interest recently across the beauty world, but there continues to be serious issues with mislabelling and dishonest brand positioning, says the founder of Moia Elixirs.
Beauty companies such as Estée Lauder, John Masters Organics and Neogence are increasingly using AI-powered marketing tools to identify patterns within consumer behaviour and then tailor their engagement with them.
The year 2020 has been acutely shaped by health, political and environmental uncertainty, and fragrance manufacturers and brands must consider this on an emotional level when working to connect with consumers, says a fragrance marketing expert.
Communicating the concept and credentials of clean and ethical beauty in a market without any unanimous industry or consumer definition remains a big challenge, but there are plenty of clear opportunities when navigating this space. Scroll down to watch...
The beauty retail landscape has morphed dramatically during the ongoing coronavirus (COVID-19) crisis, with brands forced online and cross-channel marketing more critical than ever in what will soon become the new normal, an online marketing expert says.
Understanding consumers has long been the goal of any brand, but decoding emotion is extremely complex and requires the power of technology, says the founder of insights startup Spark Emotions.
The ongoing global coronavirus (COVID-19) pandemic has overturned life as we know it and given rise to the longest period of consumption reappraisal in more than 20 years, which will have a lasting impact, says an expert consultant.
Instagram is a powerful place – the social platform where influencers hang out and filtered product placements dazzle, but brand visibility requires so much more depth, says an indie beauty expert.
In an effort to reach consumers looking for safe, effective, knowledge-based beauty, cosmetics and personal care products are being marketed as ‘friendly’. While investors and retailers are looking for a ‘beauty brand she can believe in’.
Next-day shipping and 10% discounts are no longer enough to build brand affinity in beauty and as consumer touchpoints balloon, cross-channel and consistent marketing is crucial, says an online marketing expert.
Cosmetics companies making ‘free from’ claims on finished products must closely follow guidance on required criteria for substantiation, carefully considering honesty, fairness and safety, an expert says.
Fragrance player Eurofragance has kicked off 2018 with some key organisational changes, and the appointment of a new CEO in Laurent Mercier is a key one.
Health conscious lifestyles, ethical consumerism, digital connectivity as well as more authentic brand experience: the market research firm has released its top picks for 2018 trends.
Product waste reduction, enhanced e-commerce experience and minimalism among the research firm’s predictions for market-leading packaging trends for 2018.
![As the sustainable beauty space booms, building and maintaining trust with consumers will be key for brands [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign.com/headlines/business-financial/sustainable-beauty-executives-say-brands-must-rethink-marketing-to-include-certification-value-for-money-and-education-efforts/16053911-1-eng-GB/Sustainable-beauty-executives-say-brands-must-rethink-marketing-to-include-certification-value-for-money-and-education-efforts.jpg)
![Women aged 40+ say they have more confidence and better self-esteem than when they were younger, and beauty needs to find its place in this, according to Avon [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/11/02/avon-power-of-ageing-campaign-highlights-female-empowerment-for-women-aged-40/15907655-1-eng-GB/Avon-Power-of-Ageing-campaign-highlights-female-empowerment-for-women-aged-40.jpg)
![Beauty products targeting menopausal women have to be based on sound science and not just marketing chatter [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/menopause-beauty-and-wellbeing-needs-open-source-science-r-d-say-experts/15897479-1-eng-GB/Menopause-beauty-and-wellbeing-needs-open-source-science-R-D-say-experts.jpg)
![Many precursors of the metaverse already exist - the likes of Virtual Reality (VR) and Augmented Reality (AR) - but the true potential remains some years off [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/09/13/meta-and-instagram-talk-metaverse-beauty-potential-over-next-10-15-years/15765246-2-eng-GB/Meta-and-Instagram-talk-metaverse-beauty-potential-over-next-10-15-years.jpg)
![Self-confidence-boosting beauty products are popular amongst Arab women in the Middle East, but multinational marketing campaigns don't always hold appeal [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/08/11/middle-east-beauty-trends-see-attractiveness-pigment-and-ageing-key-finds-study/15671709-1-eng-GB/Middle-East-beauty-trends-see-attractiveness-pigment-and-ageing-key-finds-study.jpg)
![Beauty brands are being tipped to join the non-fungible token (NFT) bandwagon to forge closer bonds with their most loyal customers. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2022/06/21/beauty-nfts-brands-can-use-nfts-to-reinforce-connection-with-super-fans/15463294-1-eng-GB/Beauty-NFTs-Brands-can-use-NFTs-to-reinforce-connection-with-super-fans.jpg)
![Three decades of gaming have proven that consumers want escapism, so beauty can and should follow suit [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/30/metaverse-beauty-marketing-promise-in-escapism-immersive-experiences-and-creativity-says-swipe-back/15457420-1-eng-GB/Metaverse-beauty-marketing-promise-in-escapism-immersive-experiences-and-creativity-says-Swipe-Back.jpg)
![Beauty brands and retailers need to consider ways of bringing the consumer voice to the fore during the shopper journey, providing easy-access user-generated content [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/beauty-retail-future-hangs-on-user-generated-content-insight-in-store-and-online-says-bazaarvoice/13228181-1-eng-GB/Beauty-retail-future-hangs-on-user-generated-content-insight-in-store-and-online-says-Bazaarvoice.jpg)
![Beauty brands have a lot of untapped opportunities in prestige and stylised labelling in the booming world of e-commerce [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/01/13/online-beauty-packaging-and-labelling-design-key-to-engagement/13153580-2-eng-GB/Online-beauty-packaging-and-labelling-design-key-to-engagement.jpg)
![Beauty brands are starting to diversify communication channels with consumers, from texts and calls to online in-app chats, opening up great opportunities to acquire consensual first-party data [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/lush-closing-instagram-facebook-tiktok-snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert/13132143-1-eng-GB/Lush-closing-Instagram-Facebook-TikTok-Snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert.jpg)
![Shiseido will be making “aggressive marketing investments” in the fourth quarter. [Shiseido]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/business-financial/shiseido-will-increase-marketing-investments-by-132m-after-holding-back-in-previous-year/13007293-1-eng-GB/Shiseido-will-increase-marketing-investments-by-132m-after-holding-back-in-previous-year.jpg)
![A beauty product can be perfectly sustainable, but if it's not perceived as such by consumers 'it's no good' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/11/03/sustainable-beauty-requires-industry-action-and-positive-consumer-perception-says-gim/12980806-1-eng-GB/Sustainable-beauty-requires-industry-action-and-positive-consumer-perception-says-GIM.jpg)
![Bilibili is steadily becoming a key marketing channel for beauty brands targeting Gen Z. [Bilibili]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/article/2021/10/27/why-bilibili-is-becoming-key-marketing-channel-for-beauty-brands-targeting-china-s-gen-z/12960963-1-eng-GB/Why-Bilibili-is-becoming-key-marketing-channel-for-beauty-brands-targeting-China-s-Gen-Z.png)
![As beauty emerges from the dramatic changes of 2020, innovation efforts must target clear opportunities in digital and consumer joy [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/10/06/beauty-innovation-post-covid-needs-to-be-consumer-led-with-digital-and-joy-opportunities-says-strat-house/12901664-1-eng-GB/Beauty-innovation-post-COVID-needs-to-be-consumer-led-with-digital-and-joy-opportunities-says-Strat-House.jpg)
![Telling stories about the people behind sustainable supply chains and production will be key for beauty - and all industries - moving forward, and bringing these voices to the boardroom will prove even more critical [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/09/15/sustainable-beauty-storytelling-is-the-future-says-eco-video-streaming-platform-waterbear/12823112-1-eng-GB/Sustainable-beauty-storytelling-is-the-future-says-eco-video-streaming-platform-WaterBear.jpg)
![L’Oréal reaps benefits of Shopee brand membership programme. [L'Oréal / IT Cosmetics]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/l-oreal-says-shopee-brand-membership-programme-spurs-members-to-spend-more/12674530-1-eng-GB/L-Oreal-says-Shopee-brand-membership-programme-spurs-members-to-spend-more.jpg)
![Gender-neutral products and branding will take over from 'unisex' offerings, targeting specific skin and lifestyle needs that hold wider appeal [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/07/21/gender-neutral-beauty-to-become-central-in-skin-care-makeup-says-globaldata/12665963-1-eng-GB/Gender-neutral-beauty-to-become-central-in-skin-care-makeup-says-GlobalData.jpg)
![Content creators are creating more content across a wider variety of channels, and consumer engagement with this content is at an 'all-time high' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/07/20/influencer-marketing-in-beauty-continues-to-surge-with-great-emea-promise-says-tribe-dynamics/12660791-1-eng-GB/Influencer-marketing-in-beauty-continues-to-surge-with-great-EMEA-promise-says-Tribe-Dynamics.jpg)
