New Beauty
December 9th, 2009Lately we’ve been considering, discussing and dissecting the beauty sector. What we call “New Beauty” is a concept which is driving change in this industry. Here’s a thought on this topic:
Thankfully, beauty will forever be subjective. After all, true beauty is in the eye of the beholder, an ideal which holds true even in our rapidly converging, connected, consumer-driven society.
That aside, from FMCG to haute-couture, the world of beauty gradually shifts from one meme to the next. The process is slower, but not totally dissimilar to trends in any other mass-market segment.
Today, subtle shifts in Western beauty and fashion ideals suggest that the concept of new beauty is becoming ever more in vogue. New beauty is characterised by long lasting and meaningful change, repairing in place of masking, rejection of “plastic” processes, true health being the driving factor of outer (and inner) beauty.
At a product and brand level this will drive both change and revitalised opportunity. As consumer patterns shift the demand for bone-fide “health” cosmetics over previously succesful conceal/cloak style goods will become important.