The beauty industry and shared values - transparency, sustainability, naturalness
The need to connect brands and consumers through more responsible living is increasingly imperative, according to a 2022 report from Mintel highlighting the need for brands to have ethical progress reports. Many web3 projects have been designed around lasting commitments, such as that of Guerlain, when matter becomes art which merges futuristic, ecological and artistic approaches, through 4 digital works. The project the reverse perpetuates the brand’s enduring values – the digital world comes to save the real world, through a collection of 1828 crypto-bees sold to protect real bees and finance the development of a nature reserve. These efforts are highly appreciated by consumers and widely shared on social media.
Additionally, interest has shifted towards green makeup or some form of naturalness, as can be seen through social media beauty trends, with concepts like the No make-up Look, the Dewy Look or the Glow Up (the expression recalls the Netflix show which celebrates diversity). The beauty sector is often associated with others, such as spirituality and well-being: recently, Kate Moss launched her beauty and well-being brand, highlighting a healthy lifestyle, beauty and well-being, like tea, to be accompanied by a daily ritual.
Authenticity and creativity through the prism of the digital world
More than ever, the link between reality and the digital universe allows consumers to express themselves in a plural way. Besides looking like a cyborg filters (poreless skin, high cheekbones, cat eyes, big eyelashes – an invented “Instagram Face” look), the digital world allows people to be different and free. Shopping is easier and encouraged by virtual trial, widely developed in the beauty sector to visualize a product on oneself. The use of technology also enriches customer experience, personalization and brand engagement. A recent study informs that 92% of Gen Z consumers are interested in augmented reality during a shopping experience. Yves Saint Laurent offers three tools to try out augmented reality from the comfort of your home: Dress Your Lips for Lipstick Makeup, Master Your Look for Eyes, and Face Your Style for Skin.
Today, many brands multiply points of contact during product launches, with virtual popups, immersive screens, augmented reality filters… It’s a way to broaden the brand’s reputation and universe and create a link with consumers. The last example of Prada paradox shows how the barriers between reality and the digital realm have been broken down – the brand asked its followers if a fragrance could exist in a digital space, and they are invited to explore an ever-changing multi-dimensional self and identity.
Redefining beaty and breaking down barriers
What is beauty? On social networks, the concept is more inclusive and universal, advocating “happy beauty”. The launch of ClinicalThe first NFT from, named Metaoptimist, is part of this positive attitude. Another campaign by the brand aims to include more diversity in the metaverse, with NFPs (non-fungible people), and seeks people with varying skin colors, face shapes, hairstyles and makeup. A report from TikTok highlights the rise of beauty videos around the world and content that celebrates beauty and flaws, inclusivity and difference. Only communities contribute to redefining what beauty is and what their expectations are.
Some brands are inspired by the virtual world in the creation of their products, offering a new space to consumers similar to the gaming industry. MAC Cosmetics created 12 makeup looks in The Sims 4 game and launched a collection inspired by the game Honor of Kings. The game market is paving the way for more freedom in the aesthetic world, allowing users to express their identity through their personalized avatars. Bridges, experiences and emotions are created.
In an ever-changing world, the connections between the digital world and the real world, eccentricity and naturalness, self-identity and others, are innumerable. The future of beauty is being shaped by consumers themselves and the rise of more authentic, community-driven digital experiences. In this context, it is necessary to rethink the customer experience to generate commitment and unite communities around shared values. These developments give way to creative developments for both brands and consumers.
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