Make it Beautiful

I’ve always loved the world of beauty, the colours, the creativity, the transformative nature of products that don’t just change your look but how you feel, plus of course the sheer fun of it all. I recently attended The Future Laboratory’s ‘Beauty Future’s Forum’ – the event was an experience in itself, starting with restorative massage, mind-enhancing sound healing and digestive therapy to encourage openness and prepare us for the day ahead!

Being at the forefront of the forthcoming trends and key industry insights is fundamental to ensuring we create the most relevant, strategic and creative campaigns for our clients. Personally, I find it fascinating to see how culture evolves, audiences change and the world slowly shift around us – unsurprisingly, beauty no longer sits in silo, it is connected to many areas of our lives, from the food we eat to the way we look after our physical wellbeing.

The Forum covered many aspects of the beauty industry, identifying key trends, emerging markets and new ‘tribes’ of consumers. Here are just a few key outtakes:

As the male grooming category continues to grow, trend forecasters have identified a key trend emerging: the ‘gender-neutral culture’. Giving men permission to care about their looks and creating products that are accessible to them has enabled this market to thrive. It occurs to me that with the likes of Calvin Klein leading the way and the rise of unisex fashion brands and cosmetics for men, this will be an interesting area for brands to explore.

In today’s digital world and the rise of ‘Generation D’ (digital), an interesting new market is developing to counteract the effects of digital devices that may enrich lives but potentially damage skin. Introducing new beauty dilemmas such as ‘tech neck’, ‘phone face’ and High-energy Visible (HEV) rays emitted from the screens we spend hours gazing in to. Yes, a clever way of being relevant to your consumer, but is this just a step to far or truly the future of skincare?

There has been an interesting merge of beauty and wellness; in fact, trend forecasters believe beauty has become part of the personal pursuit of health. This is down to consumers taking a more holistic view of beauty; it’s about self-improvement rather than perfection. This is interesting given the rise of ‘wellness’ as a cultural phenomenon in recent years and the ‘Optimised Self’ trend that sees consumers striving not for perfection, but for the best they can be.

An interesting day to say the least, but for me Martin Raymond, co-founder of The Future Laboratory, summarised it all perfectly at the end of the session – his advice to brands, whatever you are creating, whoever it’s for, whatever your message, “make it beautiful”.

Sylvia Palamoudian
Senior Account Director

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