5 HEAD-TURNING HEALTH & BEAUTY TRENDS

Get ready to dive into the world of health and beauty trends that are taking the retail and eCommerce industry by storm! We showcase some of our favourites from the big players in the game including – Dove, Glossier, L’Oreal, MAC and more. These powerhouses are rewriting the rules and setting new beauty standards that'll make you, “Think”, “Feel” and go, "Wow!"... Grab a drink, kick back, and enjoy!

In this blog, you'll discover:

💄How H&B are investing in digital and omnichannel marketing content

🔮 5 Innovations in the beauty & cosmetics sector

💡 How leading players are changing the industry: Dove, Glossier, L’Oreal, NARS and more

‍

1. BEYOND PRODUCT: THE RISE OF PURPOSE-DRIVEN BEAUTY

Beauty ideals have evolved over time, but personal care and cosmetics have always been essential in expressing individual identity. Whether it's showcasing cultural affiliation or embracing personal creativity, and individualism - these factors still hold significance today. However, the first trend in our Top 5 is the shift towards purpose-driven marketing with beauty brands focusing on their core values and culture, not just their products. Take Dove, for instance. When you think of soap brands, 'avant-garde', 'ahead of its time', and 'disruptor' might not be the first words that come to mind. Yet, Dove has defied expectations, redefining how a household product can be marketed. Originally positioned as a functional soap brand in 1957, Dove's digital marketing campaigns have made it a game-changer in the industry. More than just selling beauty, Dove inspires its customers to reflect on self-esteem and self-acceptance, even in a beauty world that often emphasises fixing flaws. Their digital presence and marketing content is central to this approach.

In 2006, Dove launched the Dove Self Esteem Project, an online portal aimed at bolstering young people's self-esteem with creative content on body positivity and combating bullying. Always daring, their 2023 campaign, 'Cost of Beauty,' is a viral short film addressing the link between social media and youth mental health issues.

Dove's authenticity and courage make it more than just another beauty brand, proving that meaningful change can come from unexpected places.

Cost of Beauty: A Dove Film | Dove Self-Esteem Project

‍

2. LUXE ON A BUDGET: LITTLE LUXURIES AS SELF-CARE IN A RECESSION 

Amidst stress and upheaval, consumers turn to beauty as a means of self-care and is the perfect product category to support that. According to Mintel, the ‘lipstick index’—a financial indicator that uses cosmetic sales to forecast bear markets or recessions—shows that sales of lipstick rise in times of economic uncertainty as consumers look to find simple, inexpensive ways  to treat themselves.

Retailers have a chance to re-engage with shoppers by offering wellness-focused products and experiences, with a crucial focus on inclusivity, representation, and body positivity. The cost of living crisis is leading young adults to downsize their lifestyles and rely on credit cards, causing financial stress and sleepless nights, particularly for women. Our advice, hone in on this and think about your product range and marketing strategy to cater to what your consumers care about. 

In the meantime, pucker up and enjoy one of our favourite portfolio CGI animations for beauty brand MAC Cosmetics.

‍

3. THE RISE OF RELATABLE INFLUENCE: HUMANISING THE INFLUENCER LANDSCAPE

Celebrity endorsements have been a staple in the advertising world for decades. Back in the day, they used to make us believe that celebrities were genuine users of the products they endorsed. But as celebrity power soared in the 1980s, brands started crafting products tailored specifically for these icons. Take Nike's Air Jordan, for example, a roaring success that not only raised Nike's global profile but remains a sought-after classic to this very day.

Celebrity endorsements aren’t going away and in recent years celebrities have been used for more than just a face or a name. For example, Victoria Beckham’s collaboration with Estée Lauder saw the limited edition make-up collection sell out online within a day of its launch.

That said, only 7% of women were drawn to celebrity brand ambassadors. Instead, 28% wanted strong female role models, while 19% sought personalities relevant in today's culture (Mintel's Face Colour Cosmetics UK 2022 report). Whilst, celebrities and influencers continue to hold sway, it's the genuine connections and relatability that resonate most with today's consumers. 

At the end of 2016, L’Oreal announced the launch of the Beauty Squad, five of UK’s most influential bloggers brought together to create digital content on a range of beauty topics, whilst in 2020, Glossier revived its 'Body Heroes' campaign, featuring WNBA players and everyday individuals. Through captivating video content on social media content, the campaign highlighted their personal stories and beauty routines. The campaign aimed to promote Glossier's new body products and challenge conventional beauty norms, emphasising a more authentic approach to beauty.

Glossier: Body Heroes

4. BEYOND REALITY: EXPLORING VIRTUAL INFLUENCERS, VIRTUAL TRY-ONS, AND VIRTUAL STORES 

Whilst genuine human connections remain strong. On the flip side, we’re also seeing a rise in Virtual Connection in the form of Virtual Influencers, Virtual Try-On’s and yup you guessed it Virtual Stores… 

Prada's ReThink Reality campaign marked a groundbreaking moment with the introduction of their virtual influencer, Candy, for the Prada Candy fragrance relaunch. By replacing the traditional celebrity approach, Prada aimed to appeal to the tech-savvy Generation Z with a customised digital narrative, forging a new path in the world of influence and gaining more control over their brand's online presence using the latest in CGI.

The exploration of virtual content doesn’t end there. Back in 2020, as consumers were unable to visit stores (and try out products in person), L’Oreal’s ‘Signature Faces’ virtual makeup line was arguably one of the most innovative releases.

Consumers are able to choose from 10 different AR filters on live video platforms including Zoom, Google Duo, Snapchat, and Instagram. Essentially, it allows consumers to ‘wear’ make-up online, without actually wearing it in real life. Great when you want to be bold and daring with vibrant eyeshadows and dazzling lashes to jewel-toned lipsticks and radiant cheek tints – all without a single swipe in real life.

According to a recent Internet Retailing report, Nars Cosmetics has found that consumers try an average of 27 shades on its website, with the AR tool driving a 300% increase in conversion rate. Consumers say they like the convenience of shopping online, but beauty & cosmetics shoppers also like the actual experience of shopping and product discovery is as important as repeat purchases of favoured products. 

As brands expand their digital horizons across websites, mobile apps, social platforms, and even the metaverse, they're making their presence felt in both the virtual and physical retail spaces - and blurring the boundaries between the two. This exciting age of transformation captivates younger shoppers, whose spending power is on the rise, with more authentic and down-to-earth experiences as well as creative experiences that push the boundaries of what’s possible. 

5. THE BEAUTYVERSE: A VIRTUAL REVOLUTION

While Disney, Microsoft, and Meta have seen layoffs in their metaverse divisions, beauty & cosmetics companies are forging ahead without any slowdown. In 2022 alone, an impressive $1 billion was invested in virtual stores and the metaverse across all product categories, as reported by Coresight Research.

L'Oreal, known not only as a beauty & cosmetics company but also as a beauty tech pioneer, has made a significant move into the metaverse space. They've recently invested in Digital Village, a platform and NFT marketplace, as part of a $4 million funding round. Other brands in the beauty & cosmetics sector are also stepping into the virtual realm, offering unique experiences to connect with potential new customers. These initiatives often take the form of temporary pop-up stores, events, or interactive games within multi-player platforms, captivating consumers who are embracing these novel shopping experiences wholeheartedly.

L’Oreal estimates that sales will more than double in size every year until 2027. 

Cosmetics giant Shiseido has wholeheartedly embraced virtual stores and the metaverse, recognising consumers' heightened interest and engagement in such settings compared to traditional social platforms. A shining example of this is Shiseido's Nars Color Quest game on Roblox, which drew an impressive 41.9 million visitors between July and October 2022. The game featured vibrant makeup-themed islands with interactive non-player characters, offering special abilities and rewards to gamers. Moreover, gamers could use virtual currency to purchase merchandise and unlock stylish virtual looks. 

While the rules of the metaverse are still being worked out, its strengths lie in the communities that it builds and how people engage in them. Just like gaming has done with games like Roblox and Minecraft, leveraging social interaction will be key for brands.

Digital content and CGI opens lots of opportunities for brands and retailers to engage and interact with consumers, in new and innovative ways - and ultimately help them make a purchase. What companies choose to do with the different technologies and how they use them for the benefit of their customers and themselves is where the magic in this industry lies.

‍

READY TO GET STARTED? 

We hope you’ve found this article valuable and insightful. Choosing a quality content production partner can make all the difference in making your health and beauty brand content stand out in a crowded market.  We’ve worked with some of the leading names in retail to come up with creative solutions to their content and production challenges. If you’ve got an upcoming project, then get in touch.