We are continually immersed in a virtual environment that changes how we view the world and beauty. This environment is influenced by augmented and virtual realities, NFT, avatars, and growing online communities. Following the pandemic, self-withdrawal, and widespread adoption of technology, consumer expectations and spending patterns have both changed. According to a Mintel analysis, three major trends will emerge over the next two years: the significance of sustainability and ethics; consumers’ authenticity and a transformed identity fusing the real world with the digital world; and a redefinition of beauty and the removal of barriers. The newest trends are decoded by WANDS Paris.
Transparency, sustainability, and naturalness are shared ideals in the beauty industry.
According to a 2022 research by Mintel that emphasizes the requirement for brands to produce ethical progress reports, the need to link brands and consumers through a more responsible lifestyle is becoming more and more urgent. When Material Becomes Art, a project by Guerlain that fuses future, ecological, and creative approaches through 4 digital artworks, is one of several web 3 projects that have been thought around sustainable engagements. Through a collection of 1828 cryptobees sold to protect actual bees and to raise money for the creation of a natural reserve, the initiative The Reaverse upholds the company’s ecological values. The public lauds these efforts and they are widely disseminated on social media.
Furthermore, as we can see from beauty social media trends, with ideas like the No-makeup Look, the Dewy Look, or the Glow Up, the interest has changed towards green makeup or a sort of naturality (the expression reminds us of the Netflix show which celebrates diversity). The wellness and spirituality industries are frequently linked to the beauty industry. Recently, Kate Moss started her own beauty and wellness company, promoting a healthy lifestyle and wellness goods like tea that may be used as part of daily rituals.
Genuineness and originality as seen through the lens of the digital age
The connection between reality and the digital world gives consumers more opportunities than ever to express themselves. The internet world allows people to be unique and free, in addition to cyborg-like filters (poreless skin, high cheekbones, cat-like eyes, and huge eyelashes, a look dubbed “Instagram Face”). The widespread use of virtual try-ons in the cosmetic industry makes shopping more convenient and encourages it. The usage of technology also improves brand engagement, personalisation, and consumer experience. According to a recent study, 92% of Gen Z customers are interested in using augmented reality when buying.
With virtual popups, immersive screens, and augmented reality filters, many marketers today increase the touchpoints during product introductions. It is a means to increase brand recognition, reach a wider audience, and forge a connection with customers. Prada Paradoxe’s most recent example demonstrates how barriers between reality and the digital world have disappeared; the brand challenged its customers whether a fragrance could exist in a virtual environment and allowed them to discover a multidimensional self and identity that is always growing.
Breaking down barriers and redefinition of Beaty
Describe beauty. On social media, the idea promotes “happy beauty,” which is more all-inclusive and universal. The introduction of Clinique’s first NFT, Metaoptimist, is engraved within this optimistic outlook. Another marketing initiative by the company looks for NFPs (non-fungible people) with a variety of skin tones, face shapes, hairstyles, and makeup to provide more diversity to the metaverse. According to a TikTok survey, there is a growth in beauty videos worldwide as well as material that values inclusivity, diversity, and individuality. Communities alone can change their expectations of beauty and what constitutes beauty.
Some companies draw inspiration from the virtual world while developing their goods, giving customers access to a new market that is akin to the gaming sector. As a result, MAC Cosmetics developed 12 beauty styles for The Sims 4 and unveiled a line of apparel that was motivated by Honor of Kings. The gaming industry opens the door for greater artistic freedom by enabling consumers to express their identities through custom avatars. There are created connections, experiences, and feelings.
In a constantly evolving society, there are innumerable connections between the virtual and physical realms, eccentricity and normalcy, one’s self and others. Consumer preferences and the rise of more genuine and community-focused digital experiences will determine the direction of the beauty industry in the future. To generate engagement and unite groups around shared ideals in this setting, customer experience must be reevaluated. These changes allow for future creative developments for both companies and customers.
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