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.
A round-up of CosmeticsDesign-Europe’s most-read news from May 2022 shows interest in big beauty’s take on the future of the metaverse, predictions on the future of beauty and fragrances, and brand action on green cosmetic analysis.
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.
The next two years will see a range of beauty cohorts take centre stage – lazy skinimalists, beautyversals, protopians and universals – carrying with them an increased focus on self-care, the environment and diversity, says a WGSN exec.
Whilst the metaverse remains an evolving space and concept, there is plenty of opportunity for beauty to use the world to engage, create and build communities, say leading beauty execs.
As beauty edges deeper into a post-pandemic world, brands and retailers must understand the heightened awareness of interdependence, yearning for community and mainstream rejection of ‘normal’ set to shape consumer thinking in years to come, says a WGSN...
Products, categories and concepts that instil a sense of positivity and joy will hold a critical place in the future of beauty as consumers crave deeper, more meaningful engagement with the category, says Beautystreams.
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Beauty tech is developing at a fast pace and there are plentiful opportunities for brands to play into this space, from smart consumer devices to metaverse engagement and blockchain for traceability, says Andrew McDougall, director of BPC at Mintel.
LG Household & Healthcare is the latest beauty company to dabble in the NFT craze, but one expert is questioning the future of beauty NFTs when considering the grand scheme of the metaverse.
Unified commerce where online and offline are intrinsically linked, a sharper and smarter focus on data, and investment in the metaverse must be the future focus for beauty brands and retailers, says a retail expert.
![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)
![These four beauty cohorts are globally relevant and driven by strong needs and beliefs around the environment, wellbeing and self [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/25/wgsn-beauty-personas-of-2024-feature-lazy-skinimalists-protopians-and-beautyversals/15445009-1-eng-GB/WGSN-beauty-personas-of-2024-feature-lazy-skinimalists-protopians-and-beautyversals.jpg)
![Beauty brands can play into the metaverse, bringing joy, better engagement, building communities and empowering consumers to become creative [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/19/metaverse-future-in-beauty-brings-community-and-creativity-promise-say-estee-lauder-l-oreal-and-coty/15431533-1-eng-GB/Metaverse-future-in-beauty-brings-community-and-creativity-promise-say-Estee-Lauder-L-Oreal-and-Coty.jpg)
![Care-taking; fluid states; provoking protopias; people-power shifts; democra-sized; and code-breaking are WGSN's six 'big ideas' set to shape beauty in 2024 [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/18/wgsn-2024-big-ideas-set-to-shape-beauty-with-self-care-inclusivity-and-phygital-key-trends/15426562-1-eng-GB/WGSN-2024-big-ideas-set-to-shape-beauty-with-self-care-inclusivity-and-phygital-key-trends.jpg)
![Beauty has an opportunity to shake-up the market and instil joy across categories, according to Beautystreams [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/11/beautystreams-future-view-2022-2027-beauty-trends-centre-around-joy-ethics-gender-freedom-and-metaverse/15406555-1-eng-GB/Beautystreams-Future-View-2022-2027-beauty-trends-centre-around-joy-ethics-gender-freedom-and-metaverse.jpg)
![LG Household & Healthcare is the latest beauty company to dabble in the NFT craze, but one expert is questioning the future of beauty NFTs when considering the grand scheme of the metaverse. [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/beauty-nft-what-is-the-endgame-for-non-fungible-beauty-in-the-metaverse/13333129-1-eng-GB/Beauty-NFT-What-is-the-endgame-for-non-fungible-beauty-in-the-metaverse.jpg)
![Consumers are in-store but on their phones at the same time, opening up key opportunities for brand-driven experiences and unified commerce [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/12/06/beauty-retail-future-trends-are-unified-commerce-data-and-the-metaverse-says-outform-md/13070635-1-eng-GB/Beauty-retail-future-trends-are-unified-commerce-data-and-the-metaverse-says-Outform-MD.jpg)
![[Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-asia.com/article/2021/12/15/watch-beauty-trends-2022-global-cosmetic-insights-from-cosmeticsdesign/13094848-1-eng-GB/WATCH-Beauty-trends-2022-Global-cosmetic-insights-from-CosmeticsDesign.jpg)
![From April 1, 2022, certain beauty and personal care businesses will need to declare and pay taxes on plastic packaging manufactured or imported into the UK [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/headlines/regulation-safety/uk-plastic-packaging-tax-beauty-personal-care-impact-on-cost-innovation-and-collaboration/13339525-1-eng-GB/UK-Plastic-Packaging-Tax-beauty-personal-care-impact-on-cost-innovation-and-collaboration.jpg)
![Estée Lauder, LVMH and Sephora are among a number of beauty companies cutting ties with Russia amidst the ongoing Ukraine conflict [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/03/22/russia-ukraine-war-impact-on-beauty-industry-with-brand-ceasing-operations-online-and-in-store/15259414-1-eng-GB/Russia-Ukraine-war-impact-on-beauty-industry-with-brand-ceasing-operations-online-and-in-store.jpg)
![CosmeticsDesign-Europe spotlights the top five beauty and personal care trends to watch in 2022 - think skin, menopause and innovative retail [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/12/21/beauty-trends-2022-emea-region-include-skin-health-menopause-and-refills-says-cosmeticsdesign-europe/13112961-1-eng-GB/Beauty-trends-2022-EMEA-region-include-skin-health-menopause-and-refills-says-CosmeticsDesign-Europe.jpg)
![According to the World Health Organization (WHO), 520 million children worldwide suffer with caries in primary teeth, with various oral diseases affecting a total of almost 3.5 billion people globally [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/03/23/colgate-palmolive-launches-5-year-oral-health-commitment-with-know-your-oq-website-to-tackle-oral-diseases/15266329-1-eng-GB/Colgate-Palmolive-launches-5-year-oral-health-commitment-with-Know-Your-OQ-website-to-tackle-oral-diseases.jpg)
![Downstream users of chemicals, including beauty and personal care manufacturers, will start to face challenges if the chemical toolbox shrinks and a zero-tolerance approach is taken on non-compliance [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/12/15/european-green-deal-chemicals-strategy-for-sustainability-beauty-and-cosmetics-impact-significant/13097923-1-eng-GB/European-Green-Deal-Chemicals-Strategy-for-Sustainability-beauty-and-cosmetics-impact-significant.jpg)
![Collaboration and partnerships will be needed throughout the entire supply chain for beauty to truly transform into circular business models moving forward [Image: Albéa Group]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/03/14/circular-beauty-must-be-priority-for-entire-supply-chain-says-albea-group-ceo/13314379-1-eng-GB/Circular-beauty-must-be-priority-for-entire-supply-chain-says-Albea-Group-CEO.jpg)
![Despite ongoing difficulties associated with COVID-19 and Brexit, the certified UK organic beauty and wellness market has continued to grow [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/03/10/uk-organic-beauty-and-wellness-surges-15-in-2021-with-2022-growth-predicted-says-soil-association/13309948-1-eng-GB/UK-organic-beauty-and-wellness-surges-15-in-2021-with-2022-growth-predicted-says-Soil-Association.jpg)
![Colgate-Palmolive says fatty acid salts can improve the stability of a range of formulations, including toothpastes, gels and tooth varnishes [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/03/15/colgate-palmolive-patents-oral-care-formulas-with-fatty-acid-salts-for-improved-stability/13322668-1-eng-GB/Colgate-Palmolive-patents-oral-care-formulas-with-fatty-acid-salts-for-improved-stability.jpg)
![Citrus fruit waste, which represents practically half of the fresh fruit mass, can be incorporated into a range of cosmetic applications, including skin care, body lotions and sprays [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/03/16/citrus-fruit-waste-upcycled-for-cosmetics-active-skin-care-holds-potential-finds-review/13327345-1-eng-GB/Citrus-fruit-waste-upcycled-for-cosmetics-active-skin-care-holds-potential-finds-review.jpg)
![Industry and consumers have a plethora of certifications and standards that can be used for natural and organic cosmetics [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/04/07/natural-and-organic-cosmetic-certifications-and-standards-for-eu-beauty-industry/15313432-5-eng-GB/Natural-and-organic-cosmetic-certifications-and-standards-for-EU-beauty-industry.jpg)